A Record Breaking $123,805.16 Raised! Shuckin' Shack Communities Rally to Turn the Tide Against Blood Cancer.

Following a month-long blitz dedicated to supporting local patients and blood cancer research, Shuckin' Shack Oyster Bar, the 18-unit seafood restaurant franchise, has wrapped up its fifth annual campaign supporting Blood Cancer United. The campaign spanned the entire month of September, Blood Cancer Awareness Month, with Franchise Partners driving tailor-made initiatives and offers at local Shacks as part of a shared, systemwide goal to Turn the Tide against blood cancer. 

This year's campaign was the most successful one yet, raising a record breaking $123,805 through in-store events, online donations, merchandise sales and community outreach. The month-long effort culminated in a Sept. 26 One Day, One Cause finale, where Shacks throughout the system hosted events to cap off the month and celebrate the change made by the Franchise Partners, team members and guests who rallied around the cause. 

"Giving each location the ability to do their own thing — create offers and events that they knew their communities and guests would love — resulted in great buy-in throughout the system," said Co-Founder Matt Piccinin. "Sept. 26 was a great day for One Day, One Cause. The Carolina Beach location, for example, had its best one-day event in five years, bringing in $44,000 on that Saturday alone."

The record-breaking campaign puts the 5 year annual total over $400,000 raised, all thanks to local Shack communities who stepped up in the fight against blood cancer. Systemwide, Franchise Partners brought their own creative energy to the month, hosting everything from beach parties to "paint and sip" nights where guests decorated holiday oyster shells. In Frederick, Maryland, Franchise Partner Eric Weller, whose mother passed away from leukemia, united his staff and community around the cause and drove nearly $22,000 in digital donations. Throughout the month, people shared their stories and memories of loved ones on Shuckin' Shack's socials and in the Shacks they visited.

"For one month, in our Shack communities, everyone is getting together for one cause," said Darren Keeler, Vice President of Marketing and Creative. "During One Day, One Cause, we saw a lot of repeat visitors, including people who are currently going through treatment. It's really positive to see them show up consistently for the past five years. Their family members will fly in for these events; their groups just keep growing and growing."

Family members of patients who had recently passed away and previously enjoyed attending Shuckin' Shack's benefit events were also in attendance. Keeler explained that, for one family, it was especially emotional as it was their first year without their loved one at the event. "It was heartwarming because they know that Blood Cancer United's research added days to her life, and this was another way for them to honor and celebrate her," he said.

"When we talk about community, this is what it's about," said CEO Jonathan Weathington. "We have our own ties with Blood Cancer United through Matt, Eric's mom and several others in our system. Cancer touches everyone. Turn The Tide is what actual community looks like; it's not a scenario where we're forcing people's hands and making a big scene. There may be some publicity that comes from it, but the heart of it is altruistic."

Shuckin' Shack will continue to build on this record momentum. With a Turn the Tide campaign already scheduled for next year, the brand remains committed to deepening its community roots, empowering its Franchise Partners and raising the bar each September in the fight against blood cancer.