Rock superstar Jon Bon Jovi and his wife Dorothea have opened a new 'JBJ Soul Kitchen' at Rutgers University (Newark), the third eatery to be opened by the couple in New Jersey - the 'Living on a Prayer' singer's hometown. However, unlike most restaurants, these are not based on making a profit!
Instead, all the JBJ Soul Kitchen ventures seek to help those with the least and keep those fed that struggle to feed themselves. The outlets are now even operating as take-away and delivery services during the Covid-19 pandemic.
On NBC Nightly News Jon Bon Jovi explained:
"We opened our first Soul Kitchen ten years ago in Red Bank, New Jersey after Super Storm Sandy. And the second one on Toms River, because those were the people most impacted by it."
"Now what we realize is that there were kids in colleges that were hungry," he continued, "and this was a—logical progression. And Rutgers really embraced the concept."
"People had this romanticized version of the starving student. It's not as romantic as we would like to think it is," Dorothea added.
The JBJ Soul Kitchens produce three-course meals from locally sourced ingredients and will only ask for payment from those customers who can afford to do so. Thoughtfully, and to avoid the stigma of accepting food without payment, neither servers nor other customers ever know which patrons have paid and which have not, all thanks to the 'pay-it-forward' scheme.
The pay-it-forward scheme operates based on some customers offering to pay slightly more for their meal than the stated cost, via $12 payments from students, faculty members and university staff using the restaurant (but only if they can afford it), and by relying on volunteers who all receive free meals.
Explaining why the philanthropic couple had decided to set-up their new venture on a college campus, Bon Jovi stated:
"We were approached by the food service provider here, and we had been aware of food insecurity on college campuses, and it was just a natural fit."
At Rutger's, more than 75% of the 36,000 students receive financial aid. The JBJ Foundation hopes to assist in developing the school's existing food pantry, which served over 30 tons of food last year alone and thereby expand the good work already beginning on campus.
The JBJ Soul Foundation's other two restaurants, one in Red Bank and one in Tom's River, have so far been a roaring success. Both based on the same principle as their new Rutgers venture, the outlets have served paying and non-paying customers healthy and highly reviewed meals, which include kosher, vegan, gluten-free, and halal options.
The Jon Bon Jovi Soul Foundation is not just a food-based operation. Since its foundation in 2006, it has provided over 600 units of affordable housing in 10 US states for thousands of people, including youth and veterans. Here is hoping that their great contribution continues to help as many as possible in these testing times.
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