On Random Acts of Kindness Day, Sonny’s BBQ is launching an effort—‘Q the Kindness—to highlight spreading acts of kindness through the Spirit of BBQ. The Spirit of BBQ is all about lending a helping hand, supporting others and honoring community heroes, something Sonny’s has done though its support of nurses, teachers, first responders and overall “do-gooders” with its Random Acts of BBQ. Now the iconic BBQ chain wants to take Southern Hospitality that’s been in their DNA since its founding in 1968 and help make kindness contagious.
“We want Sonny’s to be an amplifier for kindness and bring kindness back to the forefront of everyday action,” says Peter Frey, Sonny’s chief brand officer. “We’re putting our stake in the ground for something positive and using ‘Q the Kindness to inspire more people to both be kind and recognize kindness.”
As part of ‘Q the Kindness, Sonny’s is also announcing an internal search for its first Chief Kindness Officer (CKO), someone who loves making people smile and truly believe Southern Hospitality is really Sonny’s Hospitality and lives it every day. The primary role of the CKO will be to encourage team members to share stories of kindness that are already happening every day at Sonny’s restaurants to help inspire others to be kind too. The CKO will share these stories to the public through photos, videos and customer testimonials and help launch additional kindness-focused initiatives throughout the year. The first CKO will be announced in May.
Throughout Random Acts of Kindness Day, Sonny’s franchisees will pay homage to Sonny’s founding year by collectively donating 1,968 meals to people in need through local food banks. Sonny’s is also spreading the Spirit of BBQ throughout its communities by providing notes with kind messages to customers and team members, randomly picking up guests’ tabs and surprising them with special giveaways.
Sonny’s encourages everyone to share their stories of kindness on social media using #QtheKindness.