As a part of its corporate social responsibility, Applebee's Grill & Restaurant - the world's largest casual dining chain - organized a campaign dubbed “Dining to Donate” during the holy month of Ramadan that ran in all nine Applebee's restaurants across the Kingdom. All the money collected from the campaign was donated to King Faisal Specialist Hospital in drive on fighting cancer in children. “This is the first time that we organized such a campaign and the response from our customers has been very encouraging for us,” said Kamran Khan, marketing manager. “This is just a very small way of somehow expressing our gratitude to the society that we operate in,” he added. Applebee's has further plans to run more campaigns like this in the future for different causes that support any noble cause in the society, Khan moreover said. The campaign is advertised through various marketing materials and tools in the restaurant to encourage the customers to participate in this effort, he said, and “whoever wants to donate money simply buys a small paper-made lantern from the restaurant for a fixed price. It's entirely up to the customer how many lanterns he or she wants to purchase and at the end of the campaign, all the money collected is donated.” And as a part of its continuing commitment to its customers, Applebee's has recently launched a new menu with exciting range of steaks and other items. “At Applebee's they proudly say that there is something for everyone,” Khan intimated. Arabian Entertainment Co. Ltd. is the franchisee of Applebee's in Saudi Arabia with nine restaurants across all regions and one more to open next month. __
