Rax kids' program has learning down to a science: chain teams up with Science Teachers Association to roll The Discovery Club

Nation's Restaurant News, July 30, 1990 by Bill Carlino

Rax kids' program has learning down to a science

Chain teams up with Science Teachers Association to roll The Discovery Club

COLUMBUS, Ohio -- In a chainwide effort to promote science education among elementary-school pupils, Rax Restaurants is gearing up to launch "The Discovery Club," a multi-tiered program that includes science-oriented premiums, community involvement, in-school participation and a company-sponsored educational fund.

Scheduled for a September rollout, The Discovery Club is a collaboration between the 500-unit sandwich chain based here and the National Science Teachers Association, a 50,000-member Washington, D.C.-based organization of educators, scientists and administrators.

"Essentially, The Discovery Club is a teacher-designed program that rewards students in grades K-6 for science achievement," said Vince Webb, the executive vice president of marketing for Rax Restaurants. "But the difference between this and many of our past promotions is that we're carrying it outside the unit."

In an attempt to keep pace with similar programs offered by segment rivals like Burger King and McDonald's, the launch of the Discovery Club aligns with Rax's recent pledge toward a renewed focus on its children's marketing effort.

In April, Rax began strengthening its appeal among the younger dining segment by unveiling a series of premium collectibles and packaging graphics for its kids' meal. It also began developing the character of Uncle Alligator, a friendly reptile that had served as the chain's official mascot for the past five years.

Webb said that beginning in August, Rax would mail to the principals of neighboring elementary schools an information packet that details the coordinated effort of Rax and the NSTA.

The kit will contain a "Discover Science" poster, a bibliography of science textbooks, membership information about the NSTA and a grant application for the newly established Rax education fund.

Then, throughout the 1990-91 academic year, Rax will provide to the participating schools certificates of merit that allow them to recognize students who become actively involved in classroom science activities, achieve high grades on tests and complete self-initiated science projects. The schools have the option of including coupons for free Rax meals along with the certificates.

The in-store phase of The Discovery Club will consist of several children's meal premiums bound to a scientific theme. The first round of collectibles, slated for a September launch, are titled "Optic Topics" and include magnifying glasses, 3-D glasses and periscopes.

Webb said Rax franchisees who opt to implement the program will become involved in community-related activities like fund raising and lend unit support to school events like local science fairs.

To augment the Discovery Club, Rax has selected an advisory board for the science program to oversee the Rax Educational Fund -- a company-sponsored subsidy.

The Rax Educational Fund will dole out grants designed for the improvement of science education. Although the total amount of the fund has not been finalized, Webb said it would be a minimum of $50,000.

"The fund will be given to approved teacher-applicants who require additional money beyond their classroom budget," Webb said. "A grant will be available for classroom equipment like microscopes, additional textbooks or outside science courses, if a teacher wants to take them."

The Rax advisory board includes Hans Andersen, a professor of science and environmental education at Indiana University; Jack Hanna, the executive director of the Columbus Park Zoo; Carol Price, the principal of Colonial Hills elementary school in Worthington, Ohio; Roy Shafer, president of the Ohio Center of Science and Industry; and Webb.

"A lot of restaurants do some type of community promotions," Price said. "But this will be a long-term commitment to science."