Bennigan's Corporate & Employee Innovation Takes MS Cause Marketing to New Heights

National Multiple Sclerosis Society
Monday, 9 June 2003

The National MS Society and the MS cause have found a lucky four-leaf clover in Irish-American food giant Bennigan's Grill & Tavern. A special partnership has been growing between the popular restaurant chain and the Society, thanks to the Texas Lone Star Chapter's initiative. This year alone, Bennigan's raised a company record of $132,000 in support of the MS cause with its second annual MS Clovers Fundraiser.

Led by the tireless efforts of Mike Muller, Bennigan's Regional Franchise Director for the Dallas/San Antonio area, the restaurant first initiated its MS Clovers Fundraiser in 2002, initially to help raise money and awareness for the local MS 150 Red River Challenge Bike Tour, in which Mike has been a participant and team captain for years. The annual two-day event takes thousands of participants from North Dallas to Oklahoma and is one of three premier events that the chapter hosts in Texas, the others being the BP MS 150 Bike Tour from Houston to Austin and the HEB MS 150 Bike to the Beach Tour from San Antonio to Corpus Christi.

In 2003, the innovative MS Clovers program, designed to raise both funds and awareness for the MS cause, was expanded nationwide. MS Clovers combine a unique opportunity for the public to contribute to the National MS Society directly through all the Bennigan's restaurants with the added chance for Dallas/San Antonio area customers to sponsor members of Bennigan's MS 150 Bike Tour team riders. All 300 Bennigan's restaurants across the country participated in the initiative, with Anheuser-Busch donating 400 green paper four-leafed clovers and 100 gold paper clovers (representing $1 and $5 donations, respectively) to each restaurant. Guests could purchase as many clovers as they wished; each purchased clover was signed by the customer and posted around the establishment.

"Bennigan's is a fabulous example of a company that has taken its support of the MS 150 to a new level," said David Boyett, executive director of the North Texas Region of the MS Society. "We truly appreciate their creativity and commitment in helping us make our vision of finding a cure for MS a possibility."

To increase the success of this nationwide fundraiser, Bennigan's provided special informational packets, and held restaurant meetings to orient employees about multiple sclerosis and the work of the National MS Society. The company generated enthusiasm for the event by setting up contests between local, state, and regional franchise groups.

"It is amazing how our involvement with the MS 150 has not just helped spread the word about MS, but has also improved our own employee camaraderie," said John Wright, Bennigan's president. "I'm proud of each employee, rider, and customer who helped make a difference. It's an honor to be associated with such an outstanding organization."

The Society is pleased to announce that Bennigan's employees are already preparing for another record-breaker year in the fight against multiple sclerosis.

For more information, or to contact National Multiple Sclerosis Society, see their website at: www.nationalmssociety.org