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FRANCHISOR<br />
he problem with being generous is that eventually word<br />
gets out. That’s what Jeff Sinelli, founder of the 11-year-old<br />
T Dallas-based sandwich franchise Which Wich, discovered.<br />
Philanthropy was always a core element of his concept,<br />
with each of his 300-plus franchises supporting two to three<br />
charities per year, and corporate pitching in toward dozens more.<br />
Eventually, requests for donations got to be overwhelming.<br />
“There were so many people asking for contributions, we<br />
could have hired a full-time staff member just to deal with it,”<br />
Sinelli recalls. “I’d be at dinner with my wife talking about it,<br />
and we’d just say, ‘There has to be a better way.’”<br />
He found that solution after meeting Kip Tindell, CEO of<br />
The Container Store, at the Conscious Capitalism CEO Summit<br />
in 2013. Sinelli’s business card includes the line “Making<br />
the world a better place,” and Tindell asked him how he was<br />
doing that.<br />
“We have our mission statement on our cards, on our walls,<br />
in books,” Sinelli says, “but nobody had ever called me on it.”<br />
A thought he’d had for years finally gelled. “I answered him<br />
almost subconsciously,” Sinelli says. “I told him we were going<br />
to buy trucks and give out peanut butter and jelly sandwiches,<br />
and that’s how we were going to make the world a better place.”<br />
Thus was born Project PB&J. Under the initiative, which<br />
launched in January 2014, Which Wich stores donate one<br />
sandwich to a local charity for each PB&J sold, while corporate<br />
makes a donation to a global charity.<br />
We got Sinelli to spread the word on how his gooey gift<br />
initiative works. —Jason Daley<br />
Food with thought<br />
A simple PB&J makes a big difference<br />
There is such thing as<br />
a free lunch: Jeff Sinelli<br />
of Which Wich.<br />
WHY NOT JUST GIVE MONEY?<br />
The thing that tore my heart and guts out about donating<br />
money was that after we wrote a check, there was a sense of<br />
emptiness. There was no connection to where it was going.<br />
We sent it almost blindly and hoped it did something good.<br />
But with a sandwich … My first day back in Dallas after the<br />
Conscious Capitalism Summit, I made six PB&J sandwiches,<br />
walked out the door and there were two people in need. I<br />
made the first gift right there.<br />
HOW DOES IT WORK?<br />
Each PB&J sale is recorded at the store level; the POS system<br />
tallies it. Through our back-end software, we know at the<br />
corporate level how many have been sold each day and each<br />
month. It’s our responsibility to donate through our global fund,<br />
and our franchisees’ responsibility to donate locally. Since we<br />
launched this, sales are up, morale is up and energy is up in<br />
our stores. It’s a mood-lifter. A lot of customers don’t even take<br />
the PB&Js they buy—we call them virtual PB&Js.<br />
WHAT HAS BEEN THE REACTION?<br />
It’s been amazing. Our franchisees, vendors and suppliers<br />
have a cause they can align with, and that’s easy for the brand<br />
to understand.<br />
We’ve had pro athletes and singers calling from out of the<br />
blue asking how they can help. We had an ad company donate<br />
30 people for three days straight. It’s been somewhat magical.<br />
It turns out my daughter’s birthday is on National PB&J Day.<br />
Now it’s something we can celebrate together her whole life.<br />
HOW MANY SANDWICHES ARE YOU GIVING OUT?<br />
We really just started, but our stretch goal for 2015 is to give out<br />
more than 1 million sandwiches. It’s been a fun way to give back.<br />
It’s so satisfying getting a roomful of people together making<br />
PB&Js. They put love into the sandwiches, and there’s something<br />
great about physically touching what you’re donating.<br />
PHOTOS © SARAH WILSON