Mimi’s® Power Of Pink Campaign Exceeds Goal To Help Women Now
Nearly $210,000 raised for NBCF; Mimi’s Knoxville location ranks #1 in donations
IRVINE, Calif., Nov. 7, 2012 – Mimi’s Power of Pink campaign supported the National Breast Cancer Foundation (NBCF) and its mission to help save lives through awareness, early detection and by providing mammograms for women in need. Throughout the month of October, Mimi’s teammates and guests rallied together and raised nearly $210,000, exceeding its goal by five percent. The Mimi’s Cafe team in Knoxville, Tenn., was the top fund raiser, collecting $6,577 in donations. Based on the average cost of a screening, the monies raised could provide up to 1,800 free mammograms.*
“It was truly remarkable to see our guests and teammates join together in the fight against breast cancer and evoke the Power of Pink to help women now!” said Mark Mears, President and Chief Concept Officer. “When breast cancer is detected early, in the localized stage, the 5-year survival rate is 98.6%. We knew we had the power to make a difference -- the power to save lives through early detection. So we seized the opportunity to help women now with conviction, which resulted in a wonderfully rewarding and successful campaign.”
Throughout October, guests who donated $1 received a paper leaf to inscribe and display on the in-restaurant “Giving Tree” to show their support; a $5 donation included a limited-edition pink ribbon lapel pin. As a thank you, Mimi’s provided up to $30 in coupon savings for each donation. Guests also supported the cause online by participating in the Pin it Pink Pinterest contest and the Pink Power Hour Twitter party, purchasing a pink e-gift card, making an online donation via the “Digital Giving Tree” or by spreading awareness via the Pink It Up app.
The National Breast Cancer Foundation was founded in 1991 by breast cancer survivor, Janelle Hail. She was diagnosed with breast cancer in 1980 at the age of 34. At the time of her diagnosis, there was little information about the disease, and she was forced to make a decision about her health with few options. After her treatment, Janelle made a commitment to help women around the world by educating them about breast cancer and the importance of early detection. Learn more at http://www.nationalbreastcancer.org/.
Photo caption: Mimi’s Cafe representatives joined with Janelle Hail, NBCF Founder and CEO, Neal Hail, NBCF Co-Founder and Brent Hail, NBCF Senior Vice President of Development to kick off Mimi’s Power of Pink campaign on Oct. 1 at Mimi’s in Irvine, Calif.
*Average cost of a mammogram is $116. Source: National Breast Cancer Foundation
ABOUT NATIONAL BREAST CANCER FOUNDATION
Recognized as one of the leading breast cancer organizations in the world, the National Breast Cancer Foundation's (NBCF) mission is to save lives through early detection and to provide mammograms for those in need. A recipient of Charity Navigator's highest 4-star rating for eight years, NBCF provides women "Help for Today...Hope for Tomorrow®" through its National Mammography Program, Beyond The Shock®, Early Detection Plan, MyNBCF online support community, and breast cancer research programs. For more information, please visit www.nbcf.org.
ABOUT MIMI'S CAFE
Mimi’s Cafe, a French-inspired casual dining restaurant has 145 locations in 24 states. Mimi’s Cafe is a wholly owned subsidiary of Bob Evans Farms, Inc., a publicly traded company (NASDAQ: BOBE), known and loved for its delicious breakfast, lunch and dinner menus, friendly service and charming, stylish décor.