Le Pain Quotidien encourages the community to come together and share in acts of kindness.
This April, leading restaurant group, Le Pain Quotidien launches an exciting new social experiment into how receptive the local London community is to random acts of kindness, inspired by worldwide phenomenon of Paying It Forward (PIF), celebrated worldwide on 28th April.
Despite being a popular and far-reaching concept, PIF remains an underground movement in London within the restaurant industry, with no large restaurant chain in the UK let alone the capital adopting the idea and testing its capability. In line with its community spirit and genesis to putting something good back into the world, LPQ will be the first London-based restaurant group to pioneer the use of PIF.
Launching in London, week commencing 25th April, LPQ will spearhead the campaign across its estate of 26 London stores, welcoming customers to take part in its trial performing random acts of kindness throughout the week, leading up to the official PIF day celebrated on 28th April.
HOW IT WILL WORK?
Partnering with national charity, FoodCycle, who build communities and create nutritious meals made from surplus food for people at risk of food poverty and social isolation; LPQ will be donating £5 to FoodCycle for every baking masterclass purchased via PIF.
Leading psychologist, Sandi Mann from University of Central Lancashire has authored a book about the psychology of paying it forward, entitled: Paying It Forward: how one cup of coffee could change the world.
Commenting on why random acts of kindness can be met with suspicion especially from people living in London: “This is natural for city dwellers who are used to fighting for resources rather than sharing them. I hope that campaigns like this demonstrate that even in London, there are kind people who are acting with no ulterior motive other than the desire to be nice!
“It’s fantastic to see leading industry brands such as Le Pain Quotidien getting behind this kindness initiative which will hopefully encourage an onward domino effect of doing a good deed.”
In celebration of National Pay It Forward Day, LPQ is encouraging all their customers to be a part of their experiment in making London a happier place to be!
LPQ Twitter – @LPQUK / Instagram – @LPQUK / facebook.com/LePainQuotidien
FoodCycle Twitter – @foodcycle / Instagram- @foodcyclehq / facebook.com/foodcycle
Pay It Forward Twitter – @thepayitforward
For further information about Le Pain Quotidien please contact:
Claire Gratzke, Lottie Dutton
@MemoInteractive | Tel: +44 (0) 20 3651 5000 | memointeractive.com
Notes to Editors
The age-old traditions of eating well and enjoying life have been at the heart of Le Pain Quotidien since the start. Seeking out extremely high quality ingredients from organic and local suppliers is essential in maintaining a life of simplicity. By faithfully remaining true to its traditional and handmade heritage, LPQ maintains a level of authenticity that is hard to find in today’s industrialised and processed world.
The restaurant, now a global brand, is built on the belief of its founder, Alain Coumont, that community is what nurtures, inspires and feeds the soul. LPQ’s first communal table on Rue Dansaert in Brussels was built from wood salvaged from the floors of retired Belgian trains. Those simple planks became a tradition. Today, this same rough, reclaimed wood continues to bring a rustic comfort to all LPQ restaurants, and the communal tables have become a centrepiece, where friends reconnect and new friendships are forged over the shared appreciation of delicious food and good company.
FoodCycle are a national charity that combines volunteers, surplus food and spare kitchen spaces to create tasty, nutritious meals for people at risk of food poverty and social isolation.
They run over 24 projects across the UK, united by the simple idea that food waste and food poverty should not coexist.
About Pay It Forward
Pay It Forward is an expression for describing the beneficiary of a good deed repaying it to others instead of to the original benefactor.
The idea of Pay it Forward Day comes from the novel, and subsequent film, Pay it Forward which tells the story of a young boy who does 3 good deeds for others in need. All the child asks in return is that they pass on the good deed to three other people and keep the cycle going.