Philanthropy as a Profit Driver: Inside Franchisees’ $140,000 Giving Strategy

The family behind three Wings Etc. Grill & Pub restaurants in southeastern Ohio has become one of the top franchisees in the system — and they say they’re just getting started.

FORT WAYNE, Ind. — We’ve all heard the saying: You have to spend money to make money. But one franchise family employs a twist on that tactic: They make money by giving it away.

Chad and Missy Huck and Kyle and Kristen Huck, Wings Etc. Grill & Pub franchisees with restaurants in Marietta, Belpre and Caldwell, Ohio, have donated more than $140,000 to their communities since opening their first location in August 2015, and they’re far from done.

“We never say no,” Kyle Huck says.

What makes their generosity a smart business strategy is how the Hucks give away those funds. 

Philanthropy as Foot Traffic

The Hucks’ giving represents a whole lot of $5 Wings Nut Buck coupons and Dine-To-Donate events. The Hucks have given to youth groups, 4-H groups, charitable golf outings, school teams, Little League teams, travel teams and benefits for people who have been diagnosed with a disease or who’ve been in an accident — one such event raised $923.

“We really try not to hand out cash,” Kyle says. “We steer them to Wings Nut Bucks and Dine-To-Donate, where they’re actually spending money in our store.” 

On an average Thursday night, a Dine-To-Donate can provide a lift of more than $2,000 in revenue, with almost no expense — promotion of the event is the responsibility of the recipient. 

“To me, Dine-To-Donate is a no-brainer,” says Kyle. “You could have them every week, and you’re going to see an increase in sales of some sort.” 

The program is built into existing operations and boosts incremental traffic on slower days, without any financial outlay. Their approach reflects a broader industry shift: Operators are engaging in their communities not just for brand awareness, but also as a driver of frequency, traffic and guest loyalty.

Particularly avid supporters of schools, the Hucks also launched Feed the Teams, through which they provide a meal for one sports team each year from each area high school. Other sports teams receive 15 percent off their bill. Last fall, restaurant staff visited the Marietta College stadium and fed approximately 175 football players and coaches.

“Now when parents come to town to visit their kids, Wings Etc. is one of the first places they choose,” Kyle says. “Those are things that provide that return value.” 

Giving Back to Win Them Back

The families have deep roots in the community — the Hucks and their children have all grown up and attended school in the area — so they receive a lot of feedback, for better or worse. “We hear everything, both positive and negative,” Kyle says.

Charitable events give the restaurants an additional chance to shine, however. “I’ve had people actually reach out and say, I haven’t been to Wings Etc. lately. But I went for Dine-To-Donate, and it was fantastic,” he says.

Initiatives like these also bring in regular customers more often and cultivate new patrons. And at a time when consumers are looking for value that feels worth it, community involvement has become a powerful way for restaurants to build loyalty and lasting relationships: Showing community support through charity events and local collaboration was one of the top three drivers identified in the August 2024 report “Restaurant Choice: What Drives Restaurant Choice by Segment” by Leger.[1]

The restaurants in Marietta, Belpre and Caldwell also take part in charitable events for The Wings Etc. Foundation, which supports St. Jude Children’s Research Hospital. They host the annual Day of Giving and offer guests an opportunity to round up their tabs. Kyle serves on the foundation’s planning committee.

Colton LeTourneau, the senior director of marketing for Wings Etc., says that the Hucks’ philosophy has made them one of the system’s most successful franchisees.

“Franchisees who stay as involved and connected as the Hucks are tend to build strong, successful businesses,” LeTourneau says. “They’re engaged in every aspect of their restaurants, and I think that’s what makes them not only great franchisees, but great people as well. They’ve built real relationships in the communities they serve, and that’s such an important key to running a successful restaurant.”

Part of the Wings Etc. brand’s mission is giving back. The Hucks view their community philanthropy as one very key way to accomplish that task.

“Participation matters,” Kyle says. “Being a part of the community is important to any business. Trust and respect are earned.”

The Hucks’ Wings Etc. Grill & Pub Franchise Locations

• 101 Crooked Run Lane in Marietta, opened August 2015
• 44360 West Hills Lane in Caldwell, opened January 2018
• 1804 Washington Blvd in Belpre, opened March 2023

Dine to Donate Details

Customers can apply to host a Dine-To-Donate fundraising event at www.wingsetc.com/dine-to-donate or stop by the restaurant to talk with a manager.

Wings Etc. supplies the organization with a PDF of the Dine-To-Donate fundraising flier as well as an image for social media that the group can distribute.

Guests bring the flier or a copy on a mobile device for both dine-in and carryout orders on the date of the fundraiser. Wings Etc. Grill & Pub then donates 15 percent of all pre-taxed food and soft drink sales from invited guests to the organization.

By the Numbers

• Average number of Dine-To-Donate events per year among the three restaurants: 20-25
• Charitable giving as of April 2026 by the Marietta and Belpre locations: $75,840.05
• Charitable giving as of April 2026 by the Caldwell location: $65,351.86
• Total as of April 2026: $141,191.91
• Average sales lift per event: $2,000

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About Wings Etc.

Founded in 1994 by Jim Weaver in northern Indiana, Wings Etc. is a brand specializing in over-the-top flavor and over-the-top value. The brand includes two concepts: the award-winning, full-service Wings Etc. Grill & Pub with sports programming and a full bar, and the nimble, quick-service restaurant Wings Etc. 2Go. Guests of both restaurants can choose and customize their Big Flavor from more than 20 delicious sauces, rubs and dips. See wingsetc.com.

With more than 80 corporate and franchise locations, Wings Etc. has enjoyed three decades of successful franchise growth. Wings Etc. has been listed among Entrepreneur magazine’s “Top 500 Franchises” and was included in the magazine’s “Top Chicken Franchises” in 2024. It has been named one of Franchise Business Review’s “Top Food Franchises” and a “Top 200 Franchise.” Wings Etc. has been included in Franchise Gator’s “Top 100 Franchises” and its “Fastest Growing Franchises”; it was among the “Top Emerging Franchises” in 2023. Wings Etc. is one of the Top 400 in Franchise Times; it has also been awarded “Best Wings” in multiple markets. See www.wingsetcfranchise.com.

The Wings Etc. Foundation, a 501(c)(3) charitable organization, is dedicated to improving children’s lives. Learn more at wingsetcfoundation.com.

©2026 Wings Etc., Inc. Franchises independently owned and operated.

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