When it comes to locally owned restaurants and small businesses, the power and importance of community involvement cannot be overstated. Businesses are key economic and social players within their local communities. Beyond offering products or services, local establishments can become integral parts of their neighborhoods by actively engaging with the community. For many small businesses, giving back is not only about building brand awareness, but also a moral responsibility. It is a strategic avenue to building genuine relationships through a values-driven approach to long-term success.
Building Relationships, Trust and Reliability
When small businesses invest time and resources in their local communities, they create lasting bonds with their customers and neighbors. Being present at community events, supporting local causes or simply engaging in meaningful conversations with customers fosters a sense of trust and can show a business’s reliability. People are more likely to support businesses they see as committed to the well-being of their community, and this trust can translate into loyal customers who advocate for the brand both online and offline.
The Benefits of Community Engagement
Community involvement offers a range of tangible and intangible benefits for small businesses:
- Brand Visibility: Whether it’s sponsoring a charity walk, appearing in local media or being tagged in social posts, involvement boosts recognition in a positive, memorable way.
- Customer Loyalty: Today’s customers want to support businesses that align with their values. Acts of giving resonate with people and drive repeat business.
- Greater Networking: Working with charities or community groups opens doors to collaboration, shared resources and new customer bases.
- Employee Morale: Team members are proud to work for a business that gives back. Group volunteering or cause-based campaigns build unity and motivation.
Aligning Your Business with Community Opportunities
To make the most of community involvement, small businesses should approach it strategically:
- Identify aligned causes: Support events or organizations that reflect the brand’s values for authentic impact.
- Collaborate locally: Partner with nearby businesses or nonprofits to expand reach and share resources.
- Share the business’s story: Use social media to highlight the business’s involvement and inspire customer engagement.
The Case for Giving Back
The importance of community involvement is reflected in the values of small businesses across the country. According to a recent study by the U.S. Chamber of Commerce, 80% of small businesses report having a clearly defined mission that includes giving back to their communities. This study also showed that 91% of small business owners believe that all businesses have a responsibility to contribute to the local community. These statistics underline the belief that business success and community well-being go hand in hand. —Chris Purcell, partner at Cheeky Hospitality, the management company for The Uncommon restaurant in Chandler (www.uncommonchandler.com), where a recent menu update includes a Hot Shot Mac and Cheese Bite made with flaming-hot Cheetos, of which a portion of the proceeds from every order goes to Chandler Firefighter Charities (www.chandlerfirefightercharities.org)
Chris Purcell is a partner at Cheeky Hospitality, the management company for The Uncommon restaurant in Chandler. The restaurant recently updated its menu and added the Hot Shot Mac and Cheese Bite made with flaming-hot Cheetos, of which a portion of the proceeds from every order goes to Chandler Firefighter Charities.
