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Open for Giving

11/28/2015

12 Comments

 
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by David Hagenbuch, Founder of Mindful Marketing
Many businesses gained positive publicity for their decisions to close for Thanksgiving in order to allow their employees to celebrate the holiday with family and friends and to encourage consumers to take a break from shopping.  A few notable examples include: Barnes & Noble, Cabela’s, Nordstrom, REI, TJ Max, and Staples.
 
Why is it, then, that many are commending another company for doing the opposite—not only opening on Thanksgiving but promoting itself as a place to spend the holiday?  It’s a small business most people haven’t heard of, but it’s certainly worth learning about: George’s Senate & Coney Island Restaurant. 
 
Located in Northville, MI, a small suburb of Detroit, George’s Restaurant is in many ways a typical Greek diner, serving a wide variety of Greek and other ethnic dishes, as well as a deep selection of American fare ranging from lamb shank, to stir fry, to Philly cheesesteaks.  Patrons seem to appreciate the restaurant’s good food, fast service, and low prices.
 
What really sets George’s apart, however, is what owner George Dimopoulos has done every Thanksgiving for ten years:  He invites individuals who are alone for the holiday to eat at his restaurant for free for the entire day.  Yes, that’s right: people who have no one else with whom to share Thanksgiving can have breakfast, lunch, and dinner at his restaurant at no charge.  He announces the offer by hanging a large handwritten sign on his restaurant's front class door: “If anyone is home alone, come eat with us for free!  All Day!  Thurs. November 26.”
 
Many businesspeople likely look at Dimopoulos’s generosity and think, “That’s a great thing to do . . . if you want to lose money.”  Of course, there is some truth to that criticism.  For instance, last year’s Thanksgiving Day promotion attracted more than 80 lonely dinners.  If variable costs like food and servers’ wages totaled $8 per meal, that’s $640 of pure expense, not offset by any revenue.
 
Dimopoulos is obviously a sharp and successful businessman, so why, then, does he donate so much free dining?  Dimopoulos grew up in Greece as one of eight children in a very poor family that couldn’t afford to send him to school.  At age 12 he left home for Athens where he lived homeless for some time, relying on the generosity of others to survive.  He now believes the right thing to do is to share the fruits of his success with others who are in need, just as he once was.
 
On one hand, Dimopoulos’s lonely diner offer is a cash drain that makes little financial sense.  On the other hand, however, the $600, $700, or more he’s giving away is a small investment compared to the goodwill and positive press he’s generated.  News media all over the country have covered the story of this special restaurant and its owner, and a photo of the restaurant uploaded to Reddit has garnered almost 5 million views.  It’s safe to speculate, therefore, that the eatery also has built considerable brand equity in the greater Northville area, which is likely driving some, if not much store traffic.  It would be very hard to pay the same amount for advertising and enjoy similar impact.
 
Nevertheless, Dimopoulos doesn’t do what he does for a financial return.  He gives away dozens of meals all Thanksgiving Day because he cares about people, especially those who are alone, and wants to brighten their day.  As the restaurant’s owner, he’s free to be as philanthropic as he wants, which is what makes him happy.
 
But what about the idea of the restaurant being open on Thanksgiving Day?  If big retailers like those mentioned above close their doors for the holiday, why shouldn’t a small Greek diner follow suit?  The difference is that people can live without buying clothes or camping gear on Thanksgiving.  They can’t, however, live without food.  Sure, someone can eat and be thankful even if alone and without a special meal, but Thanksgiving is about celebrating our blessings with others in a special way, even if that’s in a restaurant with strangers.
 
Dimopoulos and the employees who work with him on Thanksgiving sacrifice some of their own celebration for the benefit of many others.  It’s very likely, though, that those who prepare and serve the meals are blessed many times over because of their generosity.
 
George’s Senate & Coney Island Restaurant supports societal values such as stewardship and respect.  At the same time, the kindness is not without its business benefits given the considerable goodwill the annual tradition elicits.  Taken together, the Restaurant’s free Thanksgiving Day meals represent a generous helping of “Mindful Marketing.”

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12 Comments
Erin
12/8/2015 01:57:37 pm

Dimopoulos is to be commended, but I find the mindset that such actions are pour business sense to be the most simple-minded form of senselessness that plagues our material business and individual culture. This proprietor's actions are certainly worthwhile, and while the praise stemming from such is valuable, such actions should be a norm!
No one should go hungry on a holiday, but no one should go hungry any regular day either. While I would certainly not request businesses devote all or even any margins to alleviating hunger, businesses and individuals can make a significant impact on this issue by making this not a perennial holiday issue, but an every day issue that we can help. Whether through pay-it-forward pizza or a few donated non-perishables every couple of weeks, we should continually strive to eliminate poverty-induced hunger, and not just on holidays.

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Jamie
12/8/2015 07:40:04 pm

I think this is a really nice idea and we should applaud George Dimopoulos. I am sure the camaraderie that develops between the people who eat and work there on thanksgiving is one of a kind. While having the meal be free is great in itself, I also like the idea that no one should be alone in a holiday meant to be spent with others. I really appreciate how Dimopoulos pull in both people who can't afford thanksgiving and all the people that just don't want to be alone. Since everyone at the restaurant would be in the same situation, there would be an immediate connection that could be made with everyone dining. I also think it is great that the media attention makes up for any loss Dimopoulos suffers financially. Even though he does it from the kindness of his heart, suffering a financial loss is still a loss. However, with the positive publicity, Dimopoulos is helped just as he helps out others on Thanksgiving.

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Mitch
12/9/2015 05:08:28 pm

George Dimopoulos' idea of giving away free meals on thanksgiving is very commendable. I like the fact that his past has molded him and changed him into the person he is today. At age 12 he left home and was homeless for a while. He understands what it feels like to be alone, needing help. His gesture of kindness is an example to all of us. Not only is he sacrificing his money but he is also sacrificing his time to help people out. Not only does he buy meals for people, he also invites them to eat it with him. This sense of community is what sets George and his business apart from a church food drive.

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Cody
12/9/2015 06:01:30 pm

I think this is a novel concept; using your success to help people who are in a similar situation as you once were. If more business people remembered where they came from and how hard it was for them to become successful I think we would see a more ethical business world. I know a lot of people say businesses should be closed on Thanksgiving because a holiday shouldn't be a way for businesses to gain revenue. That's where George differs from other places that are open on Thanksgiving, he's not out to make money. He does this out of the kindness of his own heart and expects nothing in return. In my opinion this restaurant takes a break from being a business and instead runs as a family. It really is just a gathering of people who either don't want to be alone or can't afford to put together a gathering of their own. The amount of camaraderie in this place on Thanksgiving is probably a sight to see. Kudos, George.

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Lucas R
12/9/2015 10:15:41 pm

What a great idea. I think this is really important to share and think about. It really helps to put things into perspective to hear about this selfless and down to earth business owner giving back. It's important for us all to take time to consider what's really important and what should really be valued. Instead of staying focused on daily expenses and profits, Dimopoulos decided to open his doors and show some love. I think consumers and business alike can learn a lesson and take a page out of Mr. Dimopoulos's book and give back to others. I'll be curious to see if this type of giving becomes a trend in other businesses! I certainly hope it does!

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Katrina Chan
12/10/2015 02:05:18 am

I think it is amazing that the restaurant has opened its doors on Thanksgiving Day for the past 10 years and is continuing to do so. It may not make sense in terms of profitability and there may be people who exploit his generosity, however I commend him for extending his generosity to people simply because he cares and not because he is looking for the publicity that it would bring the restaurant. We need more entrepreneurs, business and organizations with a heart like him to act, simply because they care for the needs of community.

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Sharlene Oong
12/10/2015 05:25:21 am

As many entrepreneurs have experienced hardship previously in their lives, they either aspire to change that in the future, or they focus solely on being successful. George, having lived homeless, and being alone for Thanksgiving, has been doing other people a favor of what he did not get to have back that. In many ways more than one, he was giving back to society. He could be losing profit, but he sure is gaining some good publicity, which in turn, will lead to more customers, which is also equivalent to profit, on a non Thanksgiving day. I fully support a business like this!

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Hannah
12/10/2015 09:02:09 am

The substantial brand equity built as a result of the Thanksgiving spirit is very deserving for Dimopoulos' restaurant. The article answers the question as to why Dimopoulos shouldn't follow suit with the large retailers that close over the holiday by pointing out what we can and cannot live without. I think this is true, but another element to the difference between the two types of businesses is the worker's themselves. There are less employees that work in George’s Senate & Coney Island Restaurant than those that work in a Walmart Supermarket. And these people working for George I would believe uphold the same values as their boss. Because George has been doing this free dinning every thanksgiving for 10 years, the employees will expect to work Thanksgiving if they work there. The most important part to me in having businesses close over thanksgiving is to give the employees a chance to be with their families and give thanks. George's choice seams to be supported by the workers who are under him or else they would quit. They choose to spend a portion of their holiday giving thanks to a larger 'extended family.'

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Donnell
12/10/2015 10:47:32 am

I believe that it is great that the restaurant has decided to open their doors to the homeless. It's great that George had the experience of being homeless when he was 12 and this experience was able to shape him into the person he is which is someone who is willing to give back to the homeless. So I think that this is very mindful because he is giving back to the homeless and being very considerate

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Lydia Wan
12/10/2015 10:56:26 am

I liked this business idea a lot! I agree that it's good publicity. Part of me feels that it would be more economical to only be open to homeless people. After all, those are the people who really need free food. However, in a long term, homeless people may be less likely to give a "return on investment". Maybe Dimopoulus could be open to both homeless and lonely people. Perhaps he could also do the same thing for Christmas.

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Berli Delgado
12/18/2015 12:14:45 am

This has impacted me tremendously, it is beautiful to see that there is still people who care for the lonely, poor and homeless. The moment I seen the picture that says "George's Thanksgiving Day Dinner If anyone is home alone, Come eat with us for free!" It was intriguing and I was interesting what this man has been doing for ten years. I honestly can say that $1,000 that this man can spend on Thanksgiving Day is priceless and insignificant for the impact that he is bringing to others. This is the day that we acknowledge what we have received and accomplished. I think that this is a refreshing way to share our abounds and happiness with others. I applaud George's boldness to contribute and share this special day with others that might not have anything.

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Brittany Balmer
1/10/2016 03:49:45 pm

As a consumer, I was pleased this past November when I saw the commercials for major businesses proclaiming that they would not be open on Thanksgiving Day to encourage people to be with their families. Therefore, as an employee of a popular grocery store, I found myself wishing I was anywhere else as I scanned items for people on Thanksgiving morning. However, I never considered the fact that while I am lucky enough to have a loving family to spend the holidays with, there are those that are less fortunate who may have no other place to go than the local supermarket. This post about George’s Senate & Coney Island Restaurant helped to give me that new perspective. George, the proud owner of the restaurant, did the unthinkable and provided food to people for free, because he understands the burdens of homelessness personally. Companies should not just be open to make a profit, but to make a positive impact in their community. Imagine what our society would be like if company’s made decisions by trying to relate to their customers instead of just trying to manipulate them for sales.

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