# PWYC Kid's Meals Hugo's Restaurants is Alleviating Stress from Family Life Amid COVID-19 By Kalin Ned | Published 2020-06-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/hugos-restaurants References: [instagram](https://www.instagram.com/p/CAdX8nDpu3E/?utm_source=ig_embed) & [spectrumnews1](https://spectrumnews1.com/ca/la-west/food-and-dining/2020/05/23/after-school-closures--hugo-s-launches--pay-what-you-can--on-kid-s-meals) After the initial start of the COVID-19 outbreak, schools closed and Bill Kohne—the owner and CEO of [Hugo's](https://www.trendhunter.com/trends/stgermain-campaign) restaurants—"knew the families [that his business] served would be struggling. As a result, the entrepreneur decided to implement a special offer that would possibly alleviate some financial stress for those with children. Thus, for the remainder of the school year, Hugo's restaurants offered a "Pay-What-You-Can" program on the [kid's menu](https://www.trendhunter.com/trends/complimentary-childrens-meal). The program has seen a positive response by patrons. While some enter and take advantage of the offer, others pay a little extra when they can in order to "[pay it forward](https://www.trendhunter.com/trends/mission-hunger)." The initiative has really created a tightly knit community. In addition to the kid's meal program, Hugo's restaurant also released pantry boxes as a way to support their long-term vendors who were struggling to keep up with the demands of the pandemic. Image Credit: Instagram @hugosrestaurants ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 31% | Activity: 34% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **PWYC Menus:** Restaurants are adopting PWYC menus, allowing customers to pay what they can for food items. - **Community Support Initiatives:** Businesses are implementing community support initiatives, such as pantry boxes, to assist those in need during the pandemic. - **Socially Responsible Entrepreneurship:** Entrepreneurs are more focused on being socially responsible and implementing programs to assist their communities during times of need. ### Sectors Adopting This - **Restaurant Industry:** The restaurant industry can adopt PWYC menus to assist struggling families, while building stronger connections with their communities. - **Food & Beverage Distribution:** Food & beverage distributors can partner with restaurants to provide support for community initiatives, such as pantry boxes for those in need. - **Entrepreneurship & Small Business:** Entrepreneurs and small business owners can utilize socially responsible initiatives, such as PWYC menus, to increase community support and loyalty during difficult times. ## Related on Trend Hunter - [Kid-Friendly Stir-Fry Menus](https://www.trendhunter.com/trends/kidsized-stirfrys.md) - [Family-Friendly Recipe Delivery Services](https://www.trendhunter.com/trends/hellofresh-family.md) - [Eco Fast Food Meals](https://www.trendhunter.com/trends/cool-kids-meal.md) - [Childhood Hunger-Combatting Initiatives](https://www.trendhunter.com/trends/share-our-strength.md) - [Student Nutrition-Supporting Campaigns](https://www.trendhunter.com/trends/student-nutrition.md) - [Community-Supporting Meal Initiatives](https://www.trendhunter.com/trends/giftameal.md) - [Low-Cost Adult Meal Deals](https://www.trendhunter.com/trends/grownup-meal.md) - [Child-Targeted Fast-Casual Menus](https://www.trendhunter.com/trends/pepper-lunch-kids-menu.md) - [Meal Donation Food Products](https://www.trendhunter.com/trends/fight-hunger-serve-hope-initiative.md)