This Deliveroo Campaign Offers Free Meals to Homeless LGBTQ+ Youth
Michael Hemsworth — June 15, 2023 — Marketing
References: deliveroo & retailtimes
This Deliveroo campaign is being launched by the brand in the UK for Pride Month as a way to support homeless LGBTQ+ youth with a free meal when they visit a participating location. The campaign will be run at 11 restaurants located in London, Bristol, Brighton and Norwich where community members experiencing homelessness only need to say "I'm a friend of Dorothy" or "Dorothy" before ordering to receive a free main meal. The person will also be provided with additional resources on how they can access the help they need to get them off the streets.
Co-Lead of Deliveroo's LGBTQ+ Network, Deloveroo Lea Duchemin spoke on the Deliveroo campaign saying, "Deliveroo is a proud ally of the LGBTQ+ community, all year round. The move towards supporting the homeless and vulnerable people comes following the shocking numbers and terribly sad situations a number of LGBTQ+ people are finding themselves in. Food is what we do best and helping feed people at their most vulnerable, in a supportive and safe space, and directing them towards vital information, could be a much needed lifeline.”
Co-Lead of Deliveroo's LGBTQ+ Network, Deloveroo Lea Duchemin spoke on the Deliveroo campaign saying, "Deliveroo is a proud ally of the LGBTQ+ community, all year round. The move towards supporting the homeless and vulnerable people comes following the shocking numbers and terribly sad situations a number of LGBTQ+ people are finding themselves in. Food is what we do best and helping feed people at their most vulnerable, in a supportive and safe space, and directing them towards vital information, could be a much needed lifeline.”
Trend Themes
1. Supportive Pride Month Initiatives - Deliveroo's campaign to provide complimentary Pride Month meals to homeless LGBTQ+ youth reflects a growing trend of brands supporting marginalized communities.
2. Inclusive Dining Experiences - The Deliveroo campaign showcases the trend of creating inclusive dining experiences by offering free meals and additional resources for individuals who are experiencing homelessness.
3. Corporate Social Responsibility - Deliveroo's initiative demonstrates the trend of companies taking responsibility for social issues and using their platform to make a positive impact.
Industry Implications
1. Food Delivery Services - Food delivery services have the opportunity to integrate social initiatives into their business models, addressing social issues while serving their customers.
2. Hospitality - The hospitality industry can learn from Deliveroo's campaign and create inclusive and supportive spaces for marginalized communities, fostering a sense of belonging.
3. Non-profit Organizations - Non-profit organizations focusing on homelessness can collaborate with food delivery companies to provide meals and resources to those in need, leveraging the reach and efficiency of these services.
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