Café de Coral has come under fire over its latest CSR campaign called “Skip-a-meal for 30 Days”, with social media users saying the campaign is simply move to promote its own brand over the charity it aims to support.
With charges of “illogical” and “hypocritical” now being used, the move donate money to World Vision is proving more challenging that originally thought.
From 18 March to 16 April, customers are being encouraged to donate the cost of a full meal or half meal to World Vision, with a free drink from the food chain on offer as a show of appreciation.
But critics say Café de Coral is using the public’s money to make itself look good.
“The programme is just to take advantage of customers, why don’t we donate directly to World Vision?,” one critic said.
“By launching the “Skip-A-Meal for 30 Days” programme, we hope to engage our customers to foster a caring culture in the society,” a spokesperson of Café de Coral said.
As of writing some 200 shares and more than 110 comments have been posted on Facebook, with almost all negative. The company has chosen not to respond to most, with just two replies to date.