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Midas Promises a Meal for Every Tire Sold

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Midas International Corp. is donating one meal to Feeding America for each tire installed in its stores through Dec. 31, 2017. The company is also running a simliar "one meal" promotion on social media.

Midas, a wholly owned subsidiary of TBC Corp., says the program is an extension of its Drive Out Hunger effort, which since November 2014 has provided more than one million meals. Those meals have come thanks to the company's donations as well as efforts by franchisees, their employees and customers.

In addition to the meal donation for new tire sales, Midas also will donate one meal each time someone posts a photo of a tire on Facebook, Instagram or Twitter using the #1Tire1Meal hashtag.

Midas says the tire-focused promotion is a good fit for its business, since tires account for three times as much business as mufflers and exhaust.

Many Midas dealers make their own contributions, and promotion a $1 donation for every oil change in their stores. Stores also run food drives and store employees periodically volunteer at local food banks.

The 42-store employee-owned, Davenport, Iowa-headquartered organization overseen by its president, Alan Mahrt is one of those dealers.

In the past two years, Mahrt’s group has donated more than $150,000 to local food banks. When Midas and its franchisees conducted a 25-stop, coast-to-coast food drive in 2015, his five Kansas City, Mo., stores collected more than 4 tons of food.

“Drive Out Hunger offers us an opportunity to reach out and assist the communities where our customers live and where we do business — and our franchisees have stepped up,” says Brian LePorin, vice president of marketing for Midas. “At Midas, we have set ourselves the goal of being Always a Touch Better, and Alan and his team, along with numerous other franchisees, are living up to those standards through their commitment to Drive Out Hunger.”

Midas says it guarantees a donation of $150,000 to Feeding America and member food banks for the fiscal year that ends May 31, 2018.

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