Community Efforts: WindMill Has Something for Everyone

The quick-service restaurant chain has a policy of never saying no to requests from the community.

By Christine Zimmerman, Contributing Editor -- Chain Leader, 10/1/2006

Giving back to the community might not be measurable in terms of driving customers into restaurants, but it sure does make the givers feel good. That’s important to Rena Levine, CEO of WindMill Gourmet Fast Food.

The family-owned, North Long Branch, N.J.-based QSR has an informal policy of never saying no to requests from the community.

“Every PTA, church, synagogue that calls us gets something, even if it’s just a gift certificate. They are our customers and they deserve something back,” Levine says.

Levine points out that she and her brother, COO Steven Levine, have been raised with the concept of paying back. “We have so much,” she says. “Our parents and grandparents had very little. It is at our core to share our good fortune.”

Having celebrated its 30th anniversary in July, Windmill has been giving all this time. “From the time we took up this business, my mother made sure that the first check of every checkbook goes to a charity. It could go to a local food bank or family services in Monmouth County,” says Levine, adding that the company primarily goes out and helps instead of just writing checks.

WindMill adopted the 6th Motor Transport Battalian, a Marine Corps reserve unit based in Red Bank, N.J., that serves in Iraq. Restaurants serve as drop-off centers for the community. “We send hundreds of pounds of needed supplies to Iraq. And we feed soldiers as they come and go from tours of duty,” says Levine.

When a franchisee celebrated his 25th anniversary with the company, Windmill held a free barbecue for a community camp in Red Bank in his honor.

“Does that drive business? I don’t know,” Levine says. “Will someone eat our hot dogs because we gave to the community? I seriously doubt it. But that’s not why we do it. We do what is in our hearts.”