MAXI’S CORPORATE SOCIAL INVESTMENT DRIVES CUSTOMER VALUE
While Maxi’s understands that its Corporate Social Investment (CSI) activities position the company as responsible and caring corporate citizen, Bronwyn Oliveira, brand manager of Maxi’s explains why the chain of nationwide family restaurants has decided that it will focus on CSI.
With a footprint of over 65 franchised restaurants across South Africa, Maxi’s appreciates that our customers are our greatest asset and without them, the organisation would not exist. It is with this customer-centric approach in mind that we recognise that a satisfied customer is the greatest business partner that we could ever have.
Having identified consumer collaboration as key to our business success, and having a clear understanding that CSI physically demonstrates the heart and soul of the company, we have decided to place the responsibility of social upliftment squarely onto our customers’ shoulders, and with our help, we are able to make THEIR charitable ideas and dreams a reality.
Instead of selecting our own initiatives as a head office, our customers are able to propose their own charitable interventions, as our customers are the very people, in the very areas we operate. It makes sense to get their input instead of just putting names in a hat and picking a charity as many organisations these days do.
To recommend their charity of choice, customers simply need to interact with Maxi’s Facebook page on a daily basis. The person who engages the most, will be named ‘Maxi’s Fan of the Month’ and will also have the privilege of selecting the organisation in need of some meals, treats and kindness.
By involving our customers, we can expand our charitable reach to include a variety of sectors including welfare, health, education, sports development, arts and culture, etc.
Over the past few months our customers’ selected charities have included Reach for a Dream, the Animal Anti-Cruelty League, an underprivileged crèche in Danville, a frail care centre in Hillbrow, and a wheelchair donation, to name but a few of the projects.
At Maxi’s we believe that third-party driven- and endorsed community investment projects are not only effective to enhance a company’s reputation but it will also reinforce our values as a company that appreciates and respects the partnerships that we have established with our customer base.
Maxi’s will always offer more than just a meal.
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