How a St. Louis foodie app is sending cash to food pantries

ST. LOUIS — As a Washington University student, Andrew Glantz launched an app he hoped would turn food photos into food donations.

A decade later, the app, GiftAMeal, has sent some 2 million meals — and hundreds of thousands of dollars — to food banks across the country.

“It’s really exciting,” said Kristen Wild, executive director at Overland-based nonprofit Operation Food Search. “It’s just exploded.”

Wild said her nonprofit, which sends food to pantries across the region, now gets about $2,000 monthly through GiftAMeal.

Here’s how it works: Diners download the GiftAMeal app, or scan a QR code. When their food arrives, they take a picture, and post from the app to Instagram, X or Facebook. Restaurants sign up for $79 a month. In return, they get grassroots advertising for their food from their customers.

And for each customer’s post, GiftAMeal gives an average of 25¢ to a local food bank — here, to Operation Food Search.

The model uses a marketing tactic on the rise called “cause marketing” where for-profit companies partner with nonprofit organizations for a social cause and to positively promote the brand. Inspiration for GiftAMeal came from Toms Shoes, which donates one-third of its profits, and Warby Parker, which has a ‘buy a pair of glasses, give a pair’ program, Glantz said.

“Customers want to feel good about choosing a business,” said Glantz, a leadership and management major at Wash U. “They want a feel-good experience and not just a transaction. If they develop an emotional connection, they will continue to come back.”

Glantz said it took GiftAMeal eight years to reach one million meals donated, but only about 18 months to reach two million.

The company now has 900 restaurant partners across 38 states.

St. Louis University marketing professor Katie Kelting said younger generations are looking for brands that share their values. And GiftAMeal hits all the marks, she said: It localizes contributions. The partnership between eateries and food banks makes sense. And it asks for pictures of food rather than money.

“They’re asking a consumer something they love to do anyway,” Kelting said. “It’s requiring very little extra to get that warm glow feeling for the consumer.”

Kelting said there’s also probably a guilt factor that encourages people to post.

“You’re enjoying a nice meal and being reminded that others don’t have the same,” Kelting said. “It pulls at the heartstrings.”

About four years ago, GiftAMeal began partnering with regional chains, such as Lion’s Choice and Crushed Red, before eventually expanding to chains outside of St. Louis, like Andy’s Frozen Custard, bubble tea franchise Gong Cha and Lee’s Famous Recipe Chicken.

But Glantz called St. Louis the best place for GiftAMeal.

“St. Louis has made GiftAMeal possible,” he said. “There’s a great restaurant scene and the start-up ecosystem is fantastic.”

Locally, patrons can use GiftAMeal at 175 partners — still the company’s largest market — including Fork and Stix, Pappy’s Smokehouse and Favazza’s on the Hill.

At Benton Park ice cream shop Spoonful of Sugar, owner Elijah Jabari said customers have been very responsive to GiftAMeal. About five weeks ago, the shop placed QR codes at the counter and each table so guests could scan to post and donate without downloading the app.

Jabari said he reached out to the company when he opened his business in April.

“My family has needed help before,” Jabari said. “I know what food insecurity is like and having to go to the food pantry so we just want to do all we can.”

So far, over 300 food bank meals have been covered through photos posted of Spoonful of Sugar purchases.

And Jabari said customers are discovering Spoonful of Sugar through the app, and more users are mentioning and tagging the business on Instagram and Facebook.

In Fox Park, Lona’s Lil Eats co-owner Pierce Powers said he signed up a few years ago when Glantz approached him.

“I liked the idea,” Powers said.

Now, said GiftAMeal, almost 9,900 meals have been gifted through Lona’s Lil Eats customers.