Being Better Neighbors

Rubio's Mexicana Grill offers spirit nights and fundraisers for local schools and organizations. The key to their increased customer counts during such events - give away a higher percentage. 10%-15% is standard, but Rubio's goes up to 20%.

"It brings more people in," says Larry Rusinko, senior vice president of marketing and product development.

I think the trick here, and something that Mr. Rusinko has clearly grasped, is that the effort is the same whether you offer 10% back to a charity or organization, but the return is so much different. Goodwill, customer support, and charity/organization satisfaction (along with that of your own), are much, much higher when you don't skimp on the donation.

Think like a customer, not like an owner. Give away what you would want to receive, not what you're hoping to get away with.

Case in point, Shane Thompson, Shane's Rib Shack, used to donate a night's tips to a local charity, cause, or person in need. He would match the "employee contribution" from the tip jar out of the till every night. Customers on subsequent weeks would ask when he was going to do it again, and would thank him for caring about the community.

That's customer loyalty. Don't let anyone tell you different.