Teenage Cancer Trust and Coffee Republic

The coffee shop chain is donating its new stores' first-day revenues

Coffee Republic
Coffee Republic

Coffee Republic, the coffee shop chain, bought by the property developer Arab Investments in 2009, has launched its first charity partnership under the new ownership.

The three-year arrangement with the Teenage Cancer Trust, which began in January, is designed to link fundraising with the chain's expansion.

Twenty new shops are to open over the next 12 months, and the charity will receive the first day's revenue from each as a donation. More than £1,000 was donated after the opening of the Tottenham Court Road store in central London last month.

Sophie Peckham, corporate account executive at the Teenage Cancer Trust, says this is the first time the charity has benefited from this fundraising method.

"Coffee Republic wanted to increase awareness of the partnership and showcase its support of Teenage Cancer Trust to its customers," she says. "We thought that this was the perfect way for it to help us in a simple yet effective mechanism."

The trust will also benefit from several cause-related marketing schemes. It will receive 15p from the sale of every cupcake sold in Coffee Republic bars, and trust-branded wristbands will be sold to customers.

The way the partnership came about reflects the forward planning the trust puts into its corporate partnerships.

Coffee Republic owner Tariq Affara was invited to a Teenage Cancer Trust concert at the Royal Albert Hall last March and subsequently asked the charity to pitch to become the chain's charity partner.

"Our new business team builds relationships with companies and brands with which we have strong synergies and ensures that Teenage Cancer Trust is on their radar," says Peckham.

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