Cause that Counts

Consumers switch brands to support a cause

When you visit Cindy Levine-Black and her husband's McDonald's restaurant in Martinsburg, West Virginia, you immediately realize you're in a special place. In February of this year, Cindy and her husband Kenny opened the first Ronald McDonald House Charities (RMHC) themed restaurant, a warm and inviting McDonald's that uses bright logos, smartly adorned crew uniforms, and compelling images of children to convey what's in their hearts: a passion for RMHC that runs deep.

Like Cindy and her brother, Mark Levine - who also owns and runs a McDonald's restaurant - McDonald's employees, owner/operators, and suppliers all support RMHC because they believe it's the right thing to do. "There was no RMHC when my father first started in the business, but he believed strongly in Ray Kroc's charge to give back to the community," said Levine. "Supporting RMHC allows me to carry on his mission." This special energy and commitment to helping families, children, and the communities in which they live is one of McDonald's greatest treasures.

There's even more to the cause than meets the eye. At McDonald's, the support of RMHC is also critical to the success of business, as it helps build vital trust between customers and the brand.

Research shows that 92% of Americans have a more positive image of companies that support a cause. And, 87% of Americans are likely to switch brands, when price and quality are equal, to support a cause. These trends are consistent around the globe.

Having a brand that openly values and supports important causes - and takes purposeful steps to engage customers who have those same values - is one of McDonald's key goals.

This focused awareness is paying dividends in communities all over the country, especially through interactions with moms. "I had no idea that RMHC was such a significant contributor to the well-being of so many children and families," said Joanna Canizares, a mom involved with the McDonald's Moms Quality Correspondents program. In recent research with U.S. moms, a majority of them agreed that RMHC provides a valuable service, uses its contributions wisely, and supports something important. They also pointed to the connection between the company and charity as a crucial step in raising awareness and increasing brand trust, and achieving business goals.

Each and every day, owner/operators like Cindy Levine-Black are making deposits in McDonald's Trust Bank with reminders to customers of how McDonald's supports the community through the caring causes of RMHC.