Introduction
Each industry or company operates within a given society. The survival of the company or business depends on how the society which includes the customers and the stakeholders and the community at large. Therefore, corporate social responsibility has become an essential component which is used to engage the society. Through the formulation of corporate policies, companies are able to carry on with their operations in a sustainable manner. Corporate social responsibility can be defined as the commitment by firms to behave in an ethical manner in fostering economic development. In addition, firms contribute to the improvement of the life of its workforce, the community where in which its located and the entire society (Sims, 2003).
Chili’s Grill & Bar Restaurant is US multinational corporations operating in the Hotel and Restaurant industry. The company deals in casual dining. It offers a mix of grilled American dishes in approximately 1,500 locations globally. It has been widening its operations in the recent times (Richard & Associates, 2009).
Chili’s Grill & Bar Restaurant – Corporate Social Responsibility Policy
Sustainability in business calls for a clear policy that guides the corporate social activities of that company. CSR covers a number of key issues as described by European Commission policy on CSR. The policy says that for firms to fulfil their social responsibilities, they must integrate social, ethical, environmental, and human rights issues and concerns as they carry out their operations. Firms must also foster cooperation with their stakeholders (European Commission, 2011).
Most operators of the restaurant business have become aware of the needs of the modern consumers. Therefore, restaurant operators, Chili’s being one of them take a lot of caution on the social and environmental effect that their firms have in the places where they operate. The reputation of companies nowadays is often pegged on the opinion of consumers in relation to the social conscience and responsibility of the firm in question. Consumers look at a number of things that the company engages in for instance humanitarian or charitable activities, employee treatment, ethical trade deals and concern about the environment. Majority of consumers in the modern economies are aware of social responsibility and the reasons why firms have to undertake it (Richard & Associates. 2009).
With operations in more than 25 countries globally, the firm in the UAE is rated to be among the firms performing well in the market. The firm actively engages in SCR activities through a number of activities that it takes part in which are guided by its CSR policy. Chili’s policy on corporate Social responsibility touches on almost all the areas that are most vital in CSR. These include charity work, involvement in environmental conservation efforts and sustainable development initiatives, good treatment of its workforce and the general uplift of the community through a range of promotional and reward programs. As part of social responsibility, Chili’s has a fundraising programme which has been termed as one of the most successful in the hotel and restaurant industry. The programme is run through a campaign referred to as ‘Create-A-Pepper to Fight Child Cancer Campaign’. This campaign is run in the month of September every year in all the outlets of the company. The management and staff of the company encourage customers to donate a dollar each. The money is then used for developing St. Jude Children’s Research Hospital. The campaign has been running for more than ten years now and has raised more than 20 million US dollars (Brinker International, 2010).
Discussion of Chili’s CSR Policy
Chili’s Grill & Bar Restaurant is one of the many US based restaurants which operates in several countries. The company has a considerable reputation leading to its successful operation in the United Arab Emirates. Most of its success is equated to its CSR policies. It is quite hard for any given company to engage in all CSR activities. Chili’s has a substantial employment record which indicates the strength of its corporate policy. It has concentrated on charity work as one of its best identity in the corporate sector. CSR activities come with their costs. Therefore, I suppose that it is wise for the company to concentrate and be identified by a particular social or corporate activity. The company has become well known in its effort to fight cancer in children. However, diversity is also required when implementing CSR activities so that the company can be identified in more areas, which will help it attract a larger customer or clientele base. A valid CSR policy is the one which ensures that all areas of sustainability are attended.
Reflection about Chili’s CSR Policy
Many companies in the Hotel and restaurant business are working to have an excellent reputation and identity. The identity is mostly gained through the level of involvement in CSR. With the in creased business and economic growth in Asia, Chili’s increased its operations to UAE because of an open investment climate. With increased competition in the hotel and restaurant industry, corporate social responsibility is becoming one of the ways of attracting consumers to a company and its products.
References
Brinker International. (2010). Annual Report 2010. Web.
European Commission. (2011).Enterprise and Industry: Sustainable and responsible business Corporate Social Responsibility (CSR). Web.
Richard K. Miller & Associates. (2009). The 2009 restaurant, food & beverage market research handbook. Loganville, GA: Richard K. Miller & Associates.
Sims, R. R. (2003). Ethics and corporate social responsibility: Why giants fall. Westport, Conn. [u.a.: Praeger.