Legal Sea Foods had a difficult 2020. Due to the pandemic, business plummeted. At the end of the year, the chain was sold to a new hospitality group, which gives the company the opportunity to rebrand under a new owner. Additionally, due to accumulated negative news coverage, the business was no longer seen as a reputable and trusted establishment in the eyes of many customers.

Business at Legal Sea Foods went down 40% in suburban locations, and 75% in urban locations.

Consumers, especially those that are considered to be Gen Z and Millennial, are three times more likely to give patronage to a business that has a corporate social responsibility/charitable component to their business model.

Local fisheries in the seafood industry saw a 29% decrease in business over the course of 2020.

Consumers in 2021 won't just frequent any establishment. They want to give their business to trusted companies that they know are working to help others, especially during the pandemic.

Legal Sea Foods can put forth a more trusted brand image by supporting local fisheries that were hit hard during the pandemic. In turn, this will create an influx of business post-pandemic and distract from previous negative news coverage for the chain.

Legal Sea Foods will be focusing on a charitable mission to further efforts to strengthen their brand image and purpose by supporting small, local fishing suppliers through the Sea to Table Initiative.

Small and local businesses have been heavily hit during the pandemic, and Legal Sea Foods will be committed to helping them get back on their feet.

Additionally, every time someone shares Legal Sea Foods’ social media graphic with details about the campaign, $5 in supplies and resources will be donated to local fishing communities to ensure that they can continue to do what they love.

Legal plans to donate up to $500,000 worth of supplies and resources to families in need.