Doing Good is Good Business: How Panda Express is Redefining Brand Value through Purpose-Driven Marketing

 

Steven Johnson the Grocerant Guru® at Tacoma, WA based Foodservice Solutions® believes that in today’s highly competitive food marketing landscape, consumer loyalty is no longer won by taste alone. Authenticity, social responsibility, and emotional connection are driving forces behind brand preference and purchasing behavior. One shining example of this trend is Panda Express, which has not only embraced these values but has also raised over $200 million for Children’s Miracle Network Hospitals (CMN Hospitals) — a feat that underscores the powerful intersection of doing good and building lasting goodwill.

The Economics of Empathy in Food Marketing

According to a recent NielsenIQ study, 73% of global consumers say they would definitely or probably change their consumption habits to reduce their environmental impact. Similarly, Edelman’s Trust Barometer consistently shows that brands perceived as purpose-driven grow faster and retain customers longer. Foodservice, particularly in the QSR (Quick Service Restaurant) segment, is experiencing a transformation where values are no longer an optional side dish — they are the main course.

Steven Johnson, the Grocerant Guru® and a long-time advocate for emotional relevance in food retail, observes:

“We are seeing the rise of the empathetic brand. The modern consumer wants to align with companies that care — not just say they care. This goes beyond cause-marketing. It’s about embedded values and long-term commitments.”

Panda Express exemplifies this principle with their enduring partnership with CMN Hospitals.

Panda Express and the Power of Purpose

Panda Express is not only the largest family-owned Asian dining concept in America — it is also one of the most impactful philanthropic leaders in the industry. Their $200 million fundraising milestone for CMN Hospitals wasn’t the result of a flashy campaign; it was the accumulation of everyday customer interactions and company-wide commitment.

Central to their philanthropic initiative is the Panda Cares Centers of Hope, which exist in 72 hospitals across the U.S. These centers are designed to enhance the mental, emotional, and spiritual well-being of hospitalized children. From music and pet therapy rooms to outdoor gardens and chapels, these spaces offer children and families a sanctuary of healing.

As Panda Express Co-Founder Peggy Cherng explains:

“Every donation, large or small, has directly contributed to creating spaces of hope and healing, allowing children to focus on being kids.”

Emotional Connection as a Brand Differentiator

What sets Panda Express apart is its seamless integration of giving into the brand DNA. Customers aren’t just buying orange chicken; they’re participating in a mission. This kind of emotional resonance translates into tangible business results:

·       Increased customer loyalty: Shoppers are 4 to 6 times more likely to trust and buy from purpose-driven brands (Zeno Group, 2021).

·       Employee engagement: Brands with strong social impact programs see up to 50% reduction in turnover, especially among younger employees (Cone Communications).

·       Stronger brand equity: When brands create emotional value, it builds resilience, enabling them to weather economic or reputational storms more effectively.

Local Impact, National Reach

Panda Express’ impact is both scalable and personal. Centers of Hope are rooted in local communities, from Duke Children’s in Durham, NC to St. Luke’s Children’s in Boise, ID — making the benefits visible and meaningful across America. This “glocal” approach — global vision with local execution — has become a cornerstone of effective cause marketing in food retail.

Steven Johnson adds:

“When consumers see that their purchase can uplift their own community, it flips the script. Fast food becomes fast healing. That’s an emotional value proposition no coupon can beat.”

A Blueprint for the Future

Panda Express has provided a clear model for how food brands can thrive by serving not only meals, but missions. Their long-term, high-impact commitment to children’s health exemplifies the modern marketing trifecta: transparency, community focus, and emotional resonance.

As the food industry looks ahead, brands that weave goodness into their core identity — not as a campaign, but as a culture — will be the ones that win hearts, minds, and market share.

 

Think About This:
Doing good is no longer a peripheral strategy — it’s central to sustainable brand growth. Panda Express proves that when compassion and commerce align, the result is not just good will, but good business.

 

Success Leaves Clues—Are You Ready to Find Yours?

One key insight that continues to drive success is this: "The consumer is dynamic, not static." This principle is the foundation of our work at Foodservice Solutions®, where Steven Johnson, the Grocerant Guru®, has been helping brands stay relevant in an ever-evolving market.

Want to strengthen your brand’s connection with today’s consumers? Let’s talk. Call 253-759-7869 for more information.

Stay Ahead of the Competition with Fresh Ideas

Is your food marketing keeping up with tomorrow’s trends—or stuck in yesterday’s playbook? If you're ready for fresh ideations that set your brand apart, we’re here to help.

At Foodservice Solutions®, we specialize in consumer-driven retail food strategies that enhance convenience, differentiation, and individualization—key factors in driving growth.

👉 Email us at Steve@FoodserviceSolutions.us
👉 Connect with us on social media: Facebook, LinkedIn, Twitter

 

Chipotle Mexican Grill: A Case Study in Brand Elevation and Customer Education

 

In 2019, Chipotle Mexican Grill took a unique and proactive approach to brand elevation by participating in the Scripps National Spelling Bee with its own version: the Chipotle Bee, For Real. This initiative was a testament to the power of innovative branding in driving future growth and creating a new energy within a brand. 

The Chipotle Bee, For Real, was a specially curated event hosted by Justin Howard. It featured Chipotle’s 51 ingredients and challenged participants to spell one complex ingredient found at other restaurants and one simple, real ingredient found at Chipotle. The competition included words like carrageenan, dimethylpolysiloxane, and lecithin, as well as simpler words like avocado, beef, and cheese. 

Chris Brandt, Chief Marketing Officer of Chipotle, emphasized the company's commitment to using real ingredients that are easy to pronounce and spell. This was contrasted with the artificial or processed ingredients and preservatives used by other restaurants, which are often more difficult to spell and pronounce. 

Valerie Miller, Communications Manager for the Bee, expressed the participants' enthusiasm for the event and their shared passion for Chipotle’s mission of cultivating a better world through education. 

Building a Larger Share of Stomach

The Chipotle Bee, For Real, incorporated 102 words, complete with special pronunciation guidelines, definitions, origins, and uses in a sentence. Participants who rose to the challenge received exclusive Chipotle Bee pins, Chipotle Bee foil notebooks, and Chipotle gift cards. 

This initiative was in line with Chipotle's Behind the Foil campaign, which launched the same year and focused on the transparency of Chipotle’s kitchens by featuring real employees cooking real food from real ingredients. 

Fast forward to 2024, Chipotle continues to innovate and adapt to the changing landscape of the food industry. The company recently announced a historic 50-for-1 stock split, making its stock more accessible to a broader range of investors. This move, along with the rollout of its drive-thru concept, the "Chipotlane", demonstrates Chipotle's commitment to growth and customer accessibility. 

Steven Johnson, the Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, believes that brand relevance is driven by innovation in new menu-related products and new avenues of distribution. He envisions the "new electricity" in the food retail industry as a combination of fresh foods, plant-based foods, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, and digital handheld marketing. 

As we move into the future, food retailers must embrace the artificial intelligence revolution while simultaneously promoting fresh, portable food that offers a familiar yet unique experience. Foodservice Solutions® specializes in outsourced business development and can help identify, quantify, and qualify additional food retail segment opportunities or new menu product segments and brand and menu integration strategies. 

Think about this, Chipotle Mexican Grill's innovative approach to brand elevation and customer education serves as a case study for other food retailers looking to create their own "new electricity" in the industry. As the Grocerant Guru® Steven Johnson suggests, the key to survival in the next generation of retail is embracing both technological advancements and the demand for fresh, accessible food. 

For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert, and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869

7 Eleven a Food Branding Juggernaut

 

If you’re are a food and beverage industry professional you know that 7-Eleven has been selling Slurpees, since 1966.  The brand originated when 7-Eleven made a licensing deal with The Icee Company to sell slushies in 7-Eleven stores.

Today the Slurpee is sold in 7-Eleven stores in at least 19 different countries. Branding relevance is front and center at 7-Eleven and they have kept Slurpee’s relevant since 1966. In a recently announced fresh new look for the iconic frozen drink marketing campaign called “Anything Flows”.  Now this is the reason for Slurpees continued success; the new look is full of eccentric colors and eclectic vibes inspired by insights from the brands very own proprietary customer research panel.

According to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® now that 7-Eleven is the sole owner of a Laredo Taco Co. (600-plus-unit Mexican restaurant chain).  Do you think they will be any less pro-active in building the brand, the store count, top-line sales or bottom-line profits?

So, 7-Eleven has agreed to pay Sunoco a reported $1 billion for 204 Stripes c-stores and the Laredo Taco Co. fast-food restaurants they host. Neither 7-Eleven nor Sunoco revealed how many of the retail outlets sport a Laredo Taco Co. unit, but the convenience chain said the deal would give it total ownership of both the Stripes and Laredo Taco brands.

Sunoco had sold 7-Eleven most of the Stripe’s chain close to 1,000 locations and their onsite Laredo Taco restaurants in 2018.  

7-Eleven CEO Joe DePinto said in a statement, stated, "Stripes and Laredo Taco Co. have been a great addition to our family of brands since they initially joined us back in 2018,"… "We're excited to welcome the remaining Stripes stores and Laredo Taco Co. restaurants to the family, and we look forward to serving even more customers across West Texas, New Mexico and Oklahoma." 

Remember that, DePinto is no stranger to the restaurant industry, having served as chairman of the board for Chili’s parent Brinker International for more than 13 years. You might know but Laredo Taco has cultivated a cult-like following for it’s made-on-premise tacos and other Tex-Mex staples, including margaritas. Ok, are you thinking Slurpee once again! O’ yah. How are you building your branded top-line sales and bottom-line profits.

Are you ready for some fresh ideations? Do your food marketing ideas look more like yesterday than tomorrow? Interested in learning how our Grocerant Guru® can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation, and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit: us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

Domino's Amps Up Technology with Marketing & Motorbikes

Success is contagious at Domino’s as it seems every time Domino’s Pizza has a success step it is followed-up with another according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Fresher, faster, food delivery has a ‘halo’ of better for you around it that’s in larger part too back-in the Domino’s focus was 30 delivery.

Now to enable fresher faster, urban delivery with a sustainable halo of better for you Domino’s New Zealand General Manager Cameron Toomey New Zealand based electric vehicle manufacturer UBCO about supply possibilities. 

Ok, so just think, with food delivery orders on the rise, Domino’s Pizza is embracing electric transport. And Kiwi business UBCO is providing new electric motorbikes for the growing Domino’s fleet. Two Kiwi businesses innovating for the good of the planet (and pizzas). How is that not a win, win?

Cameron Toomey stated "The UBCO bikes have several advantages over cars when it comes to deliveries. They are faster through heavy traffic, parking isn't an issue, they're cheaper to run and more environmentally friendly. Our delivery teams safely deliver thousands of pizzas each week and we see the UBCO bikes as an important part of our fleet going forward."

For the rest of you, think about this quote for a recent article: “The UBCO 2X2 is not your standard electric bike. UBCO has, in effect, created a new category of vehicle called a ‘Utility Bike’. Originally developed for off-road use the utility bike has drawn an increasing following for on-road use in a variety of sectors such as commuting, prepared food and grocery delivery, postal and freight.”  Prepared food?  Yes, Grocerant niche Ready-2-Eat and Heat-N-Eat fresh food delivered from an electric bike, it cost less than a car and is seen as better for you according to Johnson.

Regular readers of this blog know that our own Grocerant Guru® touts a successful digital marketing platform that is consumer interactive and participatory and once again Domino’s is doing all the right things within the marketing space as well.  So, Domino’s customers can now compete in Domino's Homemade Film Festival contest by submitting a home movie that showcases their love of Domino's for the chance to win free pizza for a year.

Kate Trumbull, Domino's vice president of advertising stated, "Millions of Americans are spending more time than ever at home and looking for activities to entertain their families," .. "What better way to have a fun day than to make a home movie and possibly win free pizza for a year because of it? Domino's might even use some of the submissions in a future TV commercial."

So get started as Domino's Homemade Film Festival is accepting videos through Aug. 21 at www.DominosFilmFest.com. Customers can visit this site to vote for their favorite home movie between Sept. 7-11. On Sept. 18, Domino's will announce the grand prize winner who will receive free pizza for a year in the form of $1,560 in Domino's eGift cards. The second-place winner will receive a $500 Domino's eGift card, while third place will receive a $200 eGift card.

Domino's Homemade Film Festival was inspired by the brand's latest lo-fi TV spot, which was filmed with an iPhone. For a complete list of requirements and to read about some inspirational filming ideas, such as showcasing how you eagerly wait for your Domino's delivery, visit www.DominosFilmFest.com .

For international corporate presentations, regional chain presentations, local educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869

Pringles Partners with Wendy's for a Baconator Flavor Chip

Creating new electricity for a brand can be as easy as developing a new partnership. Regular readers of this blog all know about the success many restaurant chains have found within the frozen food court. Stable brands the ilk of Wendy’s can find a partner to put up the slotting fees for a shelf stable product enabling the Wendy’s brand to grow according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

So, the new limited-edition Pringles Baconator packs all the delicious layers of flavor found in the fan-favorite, Wendy’s Baconator, into one perfectly delicious bite. Ok, so the Baconator for those of you not keeping track, is a half-pound of fresh, never frozen beef, American cheese, six strips of crispy Applewood smoked bacon, ketchup and mayo.

The task of Replicating those layers into one single Pringles crisp? Is no up to Pringles, and you can taste for yourself as they will be available for a limited time beginning June 2020 in the snack aisle of grocery stores nationwide. Gareth Maguire, senior director of marketing for Pringles stated  “The Pringles brand delivers insanely accurate flavor combinations that are both delicious and convenient,”  “With such a strong fanbase, we knew we had to nail that fresh, never-frozen Wendy’s flavor perfectly. Luckily, our flavor experts were up to the task. The Pringles Baconator crisps are the perfect way to enjoy the savory goodness, all in one bite.”

Carl Loredo, Wendy’s U.S. chief marketing officer stated “At Wendy’s, the Baconator has long been an iconic Bacon Cheeseburger like no other. With stacked fresh beef, oven cooked Applewood smoked bacon and piping hot cheese, we knew it was going to be a challenge to get all that flavor and goodness into one bite,” says “We’re excited to work with the flavor experts at Pringles to deliver the taste our fans know and love in a unique way. We know our Baconator fanatics will be in for quite a treat when they taste how insanely accurate Pringles made this delicious crisp.” How are you driving new electricity into your brand?

Driving new electricity into a legacy brand with a partnership is a good move and will accelerate the marketing messaging for all companies involved according to Johnson. How is your company positioning to grow your brand, the top, and bottom line?

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply chain and includes such things as fresh foods, online ordering, delivery, plant based foods, sampling, toy’s, beer, developing brands,  grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All food and beverage retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food and beverages that are portable, fresh, with differentiation that is familiar not different.  Does your retail path forward look more like yesterday than tomorrow? Why? This new partnership does all of that.

Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.

Battle for Share of Stomach

Edible Expanding the ‘Halo’ of Better for You with Fresh Vegetables

Edible Arrangements continues selling fresh food fast within the grocerant niche space with outstanding success. Edible is the world's largest franchisor of fresh fruit arrangements and all-natural fruit snacks and dipped treats, as regular readers of this blog know.

But get this, Edible set a new sales record Mother's Day week, fulfilling over 700K orders and making over 550K deliveries. The record-setting performance represented a 36% increase from last year and included some of the highest sales days in the history of the brand. So, what’s next vegetable, Yes, they are extending the ‘halo’ of better-4-you to vegetables according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Following last month’s surge in orders for Edible ‘s Fresh Fruit Produce Box, which was introduced to ensure fresh produce could reach customers safely in their homes via the brand’s no-contact delivery practices, Edible has expanded the offering to now include options with vegetables. The brand is now also offering treat bundles that are great for families at home (i.e., the Family Treat Bundle), combining a variety of treat options such as Edible apple donuts, popcorn, dipped fruit treats and more in one delicious package.

Edible president and COO Cheikh Mboup stated “Soon after we introduced our fresh fruit produce boxes, the new product quickly rose to our top seller, reinforcing that this type of delivery is something our customers want and need more than ever right now,….By expanding our delivery options during this unprecedented time, we’re reminding customers that our priority is providing healthy and convenient solutions for fresh foods in high demand while they remain in their homes.”

Fresh produce boxes and treat bundles start at just $24.99, and free delivery options are also available. Specific produce items and treats available for no-contact home delivery vary depending on what is available in each market.

Mboup continued “People everywhere are looking for ways to provide their families fresh fruit, vegetables and other treats without leaving their home, and it’s our responsibility to help meet those needs with our new boxes and bundles.” Grocerant niche mix & match meal and meal component bundling continue to drive customer adoption, top line sales and bottom line profits.

Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869

Innovation & Disruption are the Undercurrent Threatening U.S. Chain Restaurants

If success does leave clues, then lack of success, could be defined as year over year customer count declines and year over year sales that rise only due to price increases.  Chain restaurants in the U.S. clearly have felt the undercurrent of customer migration to new non-traditional fresh food grocerant niche outlets and now new innovations are driving incremental customer migration.  

Grocerant Guru® Steven Johnson, based in Tacoma, WA with Foodservice Solutions® stated “there is no doubt that Reis & Irvy’s the world's first fully-automated robotic frozen dessert vending kiosk designed to disrupt brick-and-mortar competitors.

These new kiosks are unattended robots that eliminate the need for costly rent and labor according to Johnson.  With the halo of ‘better-for-you’ they also significantly reduce food safety concerns and are capable of operating 24-hours a day. 

Talk about fresh food fast, Reis & Irvy’s signature robots can dispense servings of frozen yogurt, ice cream, gelato and sorbet topped with a selection of six delicious toppings in under 60 seconds. The machines are equipped with self-checkout touch screen ordering and payment options, as well as delicious frozen dessert provided exclusively by Dannon (global trusted brand) edifying the fact that in 2019 foodservice partnerships drive top line growth, and NEW ELETRICITY according to Johnson.  

Note: Reis & Irvy’s unattended soft serve kiosks were approved by the California Department of Public Health (CDPH) for a variance that allows them to operate in the state of California.

Reis & Irvy’s team has been working with CDPH to obtain this variance for almost a year. Approval to operate in California comes with specific and important requirements. The most significant is the use of the Hydra Rinse Mobile System for cleaning and sanitizing. This cleaning system replaces the 24-hour cleaning schedule requirement in California, with a schedule that allows operators to service their kiosks once every 72 hours. In addition, operators will find the length of time it takes to fully service their units is cut in half.

 How are you driving top line sales, reducing labor cost, and extending your brand?  Does your brand look more like yesterday than tomorrow? Are, your year over year sales up?  Are, your year over year customer counts up?

So, what are you doing too drive new electricity?  According to Johnson, “Brand relevance is in part driven with innovation in new menu related products in combination with new avenues of distribution all of which are the platform for the new electricity.”

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, plant based  foods,  sampling, toy’s, beer, developing brands, unique urban clothing, grocerant positioning, Fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All food and beverage retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food and beverages that are portable, fresh, with differentiation that is familiar not different. Contact: Steve@FoodserviceSolutions.us for more information.

Battle for Share of Stomach