By Lori Fredrich Senior Food Writer, Dining Editor, Podcast Host Published Nov 01, 2021 at 12:01 PM

Economists estimate that it will take years for the restaurant industry to recover from the losses suffered during the COVID-19 pandemic. But, support from consumers can help.

That's why Wisconsin-based non-profit SERVE 60 – a Black-owned organization which promotes and facilitates volunteerism and support for worthy organizations – has created a national campaign to assist in pushing money back into the economy to help support the restaurant industry and its employees.

America’s Great Restaurant Rebound

"One of our nonprofit’s most successful past fundraising events brought together some amazing independent owned restaurants and foodies of all walks of life and color, so we know the unifying power of enjoying a great meal." notes L. Maxwell McKissick, founder and board chairman of SERVE 60. "We could not just sit idly by and watch the restaurant industry, its employees and their families suffer."

As a result, SERVE 60 has launched a new national marketing campaign called, SERVE. TASTE. GIVE. "America’s Great Restaurant Rebound" to help support restaurants across America. 

Ultimately, the campaign hopes to glean the support of at least 10 million Americans, resulting in an additional $600 Million dollars entering the U.S. economy and supporting the restaurant industry and its employees.

Take the pledge

From now through Nov. 14, diners are asked to make the "Spend $60" pledge, vowing to spend at least $60 at independent eateries. Support can take the form of dine-in, carry-out or delivery. Depending on the diners’ means, the $60 pledge could even take the form of a weekly or monthly commitment.

Make your pledge public

As diners fulfill their pledges, they are also encouraged to take photos of their restaurant purchases or meal receipts and post them on social media, tagging SERVE 60 and using the hashtags #servetastegive #spend60 #serve60 and #AmericasGreatRestaurantRebound to bring additional visibility to the campaign and show restaurants that you support them.

Donate to restaurant relief

Diners who don’t feel comfortable dining out, or who would simply like to support the cause, can make a donation to the SERVE 60 Restaurant Relief Fund.  Your dollars will be used to provide restaurant relief in the form of relief for restaurant employees and their families who've been impactted by COVID-19. The SERVE 60 Foundation Inc. is a federally recognized 501(c)3, so your donation is fully tax deductible.

More about SERVE 60

SERVE 60 has executed many successful national campaigns over the last 10 years. In years past, SERVE the organization has collaborated with some phenomenal partners to develop and activate social impact campaigns and volunteer events across the United States and internationally.

Partners have included Willie Nelson’s Farm Aid; Rosario Dawson’s Voto Latino; Black Enterprise Magazine to increase youth education, literacy and mentorship among media professionals of color. SERVE 60 has also supported American volunteers on missions to build homes in Nicaragua.

For more details and information on how to support the national campaign for the restaurant industry or donate to the SERVE 60 Restaurant Relief Fund, visit

Lori Fredrich Senior Food Writer, Dining Editor, Podcast Host

Lori is an avid cook whose accrual of condiments and spices is rivaled only by her cookbook collection. Her passion for the culinary industry was birthed while balancing A&W root beer mugs as a teenage carhop, fed by insatiable curiosity and fueled by the people whose stories entwine with each and every dish. She’s had the privilege of chronicling these tales via numerous media, including OnMilwaukee and in her book “Milwaukee Food.” Her work has garnered journalism awards from entities including the Milwaukee Press Club. 

When she’s not eating, photographing food, writing or recording the FoodCrush podcast, you’ll find Lori seeking out adventures with her husband Paul, traveling, cooking, reading, learning, snuggling with her cats and looking for ways to make a difference.