SASKATCHEWAN — Jersey Mike’s Subs locations across Canada and their customers have raised more than $205,000 for seven local hunger and children’s charities during the company’s 16th annual Month of Giving, turning a simple sandwich shop into a major force for community support.
The campaign, led in Canada by Redberry Restaurants, reached its peak on the Day of Giving in March, when participating stores donated 100 per cent of all sales, not profit, directly to local charities.
“It’s our 16th annual Month of Giving and Day of Giving,” said Paul Pascal, vice-president of Jersey Mike’s for Redberry Canada. “The entire month of March is our Month of Giving.”
Pascal said the initiative is built on a model that removes ambiguity from what customers are supporting.
“This is 100 per cent of every dollar, every sale that goes for our charities,” he said. “It’s not the proceeds or something that might feel less impactful. This is a legitimate effort to raise a significant amount of money.”
Across Canada, 21 locations participated, including stores in Saskatchewan, Ontario and Alberta. The largest share of funds, $142,039, went to Make-A-Wish Canada, supporting children facing critical illness and their families.
Other beneficiaries included food security and youth-focused organizations such as Child Hunger Brantford, Food4Kids Hamilton, OSHaRE in Owen Sound, Youth Haven in Barrie, and the Children’s Foundation of Guelph and Wellington.
Pascal said the clarity of the model is what drives participation.
“When you do the proceeds, I don’t think people really know what that means,” he said. “We’re asking our guests to participate. We’re asking them to help us raise a significant amount of money.”
That participation, he added, is what makes the campaign successful.
“At the end of the day, you can give everything you want, but if the guests don’t feel genuinely invested, we couldn’t raise $205,000 like we did this year.”
Impact that reaches families directly
For Pascal, one of the most meaningful partnerships is with Make-A-Wish Canada, which he said brings the mission of giving directly into the lives of families facing some of their hardest moments.
“We just granted a wish to a young lad named Eli on Wednesday, and that was pretty special,” Pascal said. “To be able to see him get his wish come through.”
He said those moments reinforce why the campaign matters.
“Make-A-Wish allows us to touch everybody across the country,” he said. “There’s a lot of kids across Canada going through very difficult circumstances, and we’re really proud to have the opportunity to make some wishes come true.”
Beyond the fundraising totals, Pascal said the success belongs to customers and communities who continue to show up year after year.
“Our guests are the ones that help us participate to make it happen,” he said. “This really is a tip your hat to them.”
He added that the company’s growth in Canada, including expansion in Saskatchewan, has been fuelled by strong local support.
“We’ve been so welcomed by the province of Saskatchewan,” Pascal said, noting locations in Regina, Saskatoon and Prince Albert, with Yorkton set to open soon. “We couldn’t be happier with how we’re doing.”
He also pointed to partnerships like the one with the Saskatchewan Roughriders as part of deeper community integration.
More than a fundraiser
Across all participating locations, the 16th annual campaign raised funds not just through donations, but through a system of customer participation that includes coupon incentives tied to giving levels.
Pascal said the goal is to ensure customers feel the impact of their contribution is real and direct.
“We give to give, not give to get,” he said. “That’s our model.”
Last year’s Canadian campaign raised about $100,000. This year’s total more than doubled that figure, something the company hopes to continue building on.
Looking ahead, Pascal said there is ambition to push even further.
“We’d like to see our fundraising more than double in 2027.”
