Yum China’s Loyalty Program Members Can Donate Points to Charity
Yum China Holdings Inc. is enabling its 200 million loyalty club members to donate their points to the 2019 One Yuan Donation Program.
Customers can donate in over 8,700 KFC, Pizza Hut, Taco Bell, East Dawning, and Little Sheep restaurants nationwide as well as through a number of online platforms. This year, Yum China’s 200 million loyalty club members can also donate their rewards, known as V Gold, to the charity through the KFC and Pizza Hut APPs and the V Gold Mall mini program. For every 5,000 V Gold points members donate, they will receive one heart, and Yum China will donate one yuan for every heart gathered.
Yum China founded the One Yuan Donation program, its signature CSR program, in partnership with the China Foundation for Poverty Alleviation (CFPA) in 2008 and has expanded to cover 13 provinces in China. Every year, the program runs in Yum China restaurants across China for up to 3 weeks, encouraging customers and employees to donate a single yuan to enrich the diets of children in impoverished regions. By the end of 2018, the campaign had raised over 180 million RMB and provided more than 41.9 million nutritious meals to 618,000 students. Since its foundation, over 120 million customers have taken part in the campaign.
"The One Yuan Donation program has entered its twelfth year, and so far the campaign has supported hundreds of thousands of children living in poverty to grow up with basic necessities like healthy and nutritious food. The campaign has also set up healthy and safe Modern Kitchens in more than 1,000 schools across the country," said Joey Wat, CEO of Yum China. "The One Yuan Donation program not only enhances awareness of public donation among Yum China's 460,000 employees, but also cultivates the public's willingness to participate in charitable initiatives.”
Since its foundation the One Yuan Donation program has made a significant contribution to improving children's health in China. According to a series of surveys conducted by the National Institute for Nutrition and Health of the Chinese Center for Disease Control and Prevention (CDC), areas that have access to additional meals provided by the One YuanDonation program have also seen lower prevalence rates of underweight children, as well as children suffering from stunting, moderate and severe wasting and anemia.