When a food service worker’s child is diagnosed with cancer, or a restaurant manager faces unexpected medical bills after an accident, the financial strain can be overwhelming. For an industry that brings people together around tables across America, it’s only fitting that the food and beverage community has created a safety net for its own families in crisis.
CORE, the national nonprofit dedicated to supporting food & beverage employees and their families during life’s most challenging moments, has launched its annual “Serving Up Hope” campaign for 2025. Running from September 1 through October 31, this two-month initiative unites restaurants, beverage brands, and hospitality professionals nationwide in a mission to provide critical financial relief to industry families navigating health crises, natural disasters, and other unexpected hardships.
Understanding CORE’s Mission in the Food and Beverage Industry
CORE (Children of Restaurant Employees) has established itself as a beacon of hope within the food service industry, providing direct financial assistance to families when they need it most. Since its founding, the organization has awarded grants to thousands of families, helping cover essential expenses such as rent, utilities, food, and medical costs during periods of crisis.
The nonprofit specifically serves families of food and beverage employees, including restaurant workers, bartenders, chefs, food service managers, and beverage industry professionals. This targeted approach recognizes the unique challenges faced by hospitality workers, who often lack comprehensive benefits packages or sufficient savings to weather major life disruptions.
“Serving Up Hope is about more than fundraising: it’s about our industry standing shoulder-to-shoulder with the people who bring us together around the table,” said Jill Chapman, Director of Corporate Partnerships of CORE. “Whether through a restaurant checkout donation, a featured cocktail, or a community event, this campaign gives everyone a way to make an impact.”
How the Serving Up Hope Campaign Works
The beauty of the Serving Up Hope campaign lies in its collaborative approach, bringing together various segments of the food and beverage industry to support their colleagues. Participating restaurants and hospitality partners host diverse fundraising activations throughout the campaign period, creating multiple touchpoints for customers and industry professionals to contribute.
Campaign Fundraising Activities
Menu Features: Restaurants create special menu items with proceeds benefiting CORE grants. This might include signature cocktails, limited-time dishes, or featured desserts where a portion of sales directly supports families in need.
Round-Up Donations: Point-of-sale systems enable guests to round up their bills to the nearest dollar, with the difference going toward CORE’s mission. This simple approach allows customers to contribute effortlessly while dining.
Special Events: From charity dinners to industry mixers, participating venues host dedicated events where admission fees, auction proceeds, or percentage of sales support the campaign.
Corporate Partnerships: Food and beverage companies integrate the campaign into their operations, whether through employee giving programs, vendor partnerships, or customer engagement initiatives.
The Growing Need for Food and Beverage Relief
The restaurant and hospitality industry faces unique economic pressures that make crisis support particularly crucial. Many food service positions offer variable schedules, seasonal fluctuations, and limited access to comprehensive healthcare benefits. When unexpected medical emergencies, natural disasters, or family crises occur, the financial impact can be devastating.
Recent industry data shows that food service workers are disproportionately affected by economic volatility, making organizations like CORE essential for maintaining workforce stability. The Serving Up Hope campaign addresses this reality by providing immediate financial relief that allows families to focus on recovery rather than survival.
CORE grants cover a wide range of critical needs:
- Housing costs (rent, mortgage payments)
- Utility bills (electricity, water, gas)
- Food and basic necessities
- Medical expenses not covered by insurance
- Transportation costs for medical treatment
- Childcare during crisis periods
Recognizing Industry Partners: Heroes, Champions, and Beacons of Hope
The success of the Serving Up Hope campaign depends on committed partners across the food and beverage ecosystem. CORE recognizes these supporters through three distinct partnership levels, each representing different levels of commitment and impact.
Heroes of Hope
The highest level of partnership, Heroes of Hope, includes organizations making substantial commitments to the campaign:
- Cuba Libre Restaurant and Rum Bar: Integrating fundraising across multiple locations
- IMI Agency: Leveraging marketing expertise to amplify campaign reach
Champions of Hope
This extensive group of beverage and food service companies demonstrates the industry’s commitment to supporting its workforce:
- Boston Beer Co. and White Claw Hard Seltzer: Leading beverage alcohol brands
- Coppola Winery, GALLO, J. Lohr Vineyards, and Rombauer Vineyards: Premium wine producers
- Diageo, Jaquin’s Spirits, Love, Tito’s, and Skrewball Peanut Butter Whiskey: Spirits industry leaders
- Custom Culinary, Island Oasis, and Monin: Food service ingredient suppliers
- Margaritaville and OTG – On The Go: Restaurant and hospitality operators
- Restaurant Leadership Conference: Industry education and networking organization
- Shawarma Press: Emerging restaurant concepts
Beacons of Hope
Supporting partners provide essential services and resources that enable the campaign’s success:
- AllianceHCM: Human capital management solutions
- Cleveland Menu, Cromwell Media, and Ignite Creative Services: Marketing and media support
- DAOU Vineyards, Terlato Wines, Wente Vineyards: Additional wine industry supporters
- Nestle Waters & Premium Beverages: Non-alcoholic beverage category
- WhistlePig Whiskey: Premium spirits partner
The Business Case for Supporting Food and Beverage Employee Relief
Beyond the moral imperative to support industry colleagues, participating in campaigns like Serving Up Hope offers tangible benefits for food and beverage businesses. Employee retention improves when workers know their employer cares about their wellbeing beyond the workplace. Customer loyalty increases when brands demonstrate commitment to social responsibility and community support.
For restaurant operators and beverage brands, the campaign provides opportunities to:
- Strengthen employee engagement and retention
- Build customer loyalty through shared values
- Generate positive brand association with community support
- Network with industry peers committed to workforce development
- Demonstrate corporate social responsibility in meaningful ways
Getting Involved: Multiple Ways to Make an Impact
The Serving Up Hope campaign offers various entry points for food and beverage professionals, businesses, and supporters to contribute:
For Restaurant Operators:
- Implement round-up donation programs at point-of-sale
- Create featured menu items with proceeds benefiting CORE
- Host fundraising events or dedicate special nights to the campaign
- Engage staff in team fundraising challenges
For Beverage Companies:
- Partner with retail accounts for customer donation programs
- Sponsor industry events with proceeds supporting CORE
- Include campaign information in marketing materials
- Encourage distributor and supplier network participation
For Individual Supporters:
- Make direct donations at coregives.org
- Participate in restaurant round-up programs
- Attend fundraising events hosted by participating venues
- Spread awareness through social media and industry networks
For Industry Organizations:
- Include campaign information in member communications
- Host educational sessions about crisis support resources
- Facilitate partnerships between members and CORE
- Integrate campaign messaging into industry events
The Broader Impact on Hospitality Industry Culture
The Serving Up Hope campaign represents more than fundraising: it embodies the hospitality industry’s core values of taking care of people. In an industry built on service, community, and bringing people together, supporting colleagues during their most difficult moments reinforces the cultural bonds that make food service unique.
This campaign also highlights the industry’s evolution toward greater workforce support and recognition. As labor markets tighten and employee retention becomes increasingly critical, programs like CORE demonstrate how industry leaders are investing in comprehensive worker support beyond traditional benefits packages.
The timing of the campaign, running through October 31, positions it perfectly to capitalize on the busy fall dining season when restaurants and bars see increased traffic from holiday celebrations, football season, and end-of-year corporate events.
Looking Forward: Building Long-Term Industry Support
While the Serving Up Hope campaign runs for two months, CORE’s work continues year-round. The organization receives grant applications regularly and processes requests as quickly as possible to provide timely assistance when families need it most. The campaign’s success directly impacts CORE’s ability to meet growing demand for crisis support throughout the year.
Industry participation in campaigns like this sets precedents for future workforce support initiatives. As the food and beverage industry continues evolving, comprehensive employee support programs become competitive advantages for attracting and retaining talent.
The collaborative approach demonstrated through Serving Up Hope also provides a model for addressing other industry challenges, from workforce development to sustainability initiatives. When food and beverage companies unite around shared values, the collective impact far exceeds individual efforts.
Take Action: Join the Serving Up Hope Movement
The food and beverage industry’s strength lies in its community spirit and commitment to hospitality. The Serving Up Hope campaign channels these values into direct action that makes meaningful differences in families’ lives during their most challenging moments.
Whether you’re a restaurant owner, beverage director, hospitality manager, or industry supporter, you can contribute to this vital campaign. Visit coregives.org to learn more about donation options, partnership opportunities, and ways to get involved. Every contribution, regardless of size, helps ensure that food and beverage families receive the support they need when crisis strikes.
The campaign runs through October 31, 2025, providing multiple opportunities throughout the fall season to engage customers, employees, and industry networks in this meaningful cause. Together, the food and beverage community can ensure that no family faces crisis alone.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
