For the fifth consecutive September, Planet Smoothie is running a cause-marketing campaign tied to Alex's Lemonade Stand Foundation (ALSF), donating $1 to the charity for every 20oz or larger Lunar Lemonade smoothie purchased at its approximately 150 locations across more than 25 states through September 30, 2026. Guests can also make direct donations in-store, on PlanetSmoothie.com, or through the brand's mobile app.
Beyond the Menu
The campaign extends well past the blender this year. For the second consecutive year, Planet Smoothie team members are participating in ALSF's Million Mile initiative, a nationwide effort in which participants walk, run, and bike throughout September to collectively reach one million miles while raising funds and awareness for pediatric cancer research. The combination of product-linked giving and employee participation reflects a growing trend among quick-service and fast-casual brands that use multi-channel cause campaigns to deepen community ties and drive repeat visits during slower shoulder periods.
Operator Takeaways
For franchise operators, the structure of this campaign is worth noting. A straightforward $1-per-unit donation tied to a named menu item keeps the message simple for crew members to communicate at the point of sale, reduces promotional complexity, and gives guests a tangible reason to trade up to a larger size. Parent company Kahala Brands, which oversees a portfolio of nearly 30 fast-casual and quick-service brands with roughly 3,000 locations in 35 countries, provides the franchisee network with national-level charitable partnerships that individual operators would be hard-pressed to establish on their own — a meaningful competitive advantage at the local marketing level.
"We are proud to continue our partnership with Alex's Lemonade Stand Foundation for the fifth year in a row," said Nicole Butcher, Senior Director of Marketing at Kahala Brands. "Each Lunar Lemonade purchase is a simple way to make a difference, and we're grateful to our guests and team members nationwide who continue to show their support."
ALSF, the largest independent childhood cancer charity in the U.S., grew from the front-yard lemonade stand of Alexandra Scott, who raised $1 million before her death at age 8. The foundation now funds pediatric research projects globally. For foodservice brands exploring cause-marketing strategies in beverage programs, ALSF partnerships have proven to resonate across demographics, particularly among the health-conscious, occasion-driven consumers that smoothie and bowl concepts typically attract. This article was prepared with support from Food & Beverage Magazine.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
