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TooJay's 'gives back' through Make-A-Wish®


May 01, 2012

In-store fundraising enables restaurants, customers to make a difference for sick kids

SOUTH FLORIDA – TooJay’s Gourmet Deli has partnered with two Make-A-Wish chapters in Florida and pledged to grant wishes for 24 children, one for each of the restaurants it has in the state. The West Palm Beach-based chain will actively fundraise for the nonprofit throughout May and June, donating a portion of sales on specific items. TooJay’s has committed $120,000 so that kids who have life-threatening medical conditions can make a wish and have it come true.

The money will be raised by donating 15% of the sales on appetizers, TooJay’s famous black & white cookies (which will be made blue & white for the two-month campaign), and a Make-A-Wish cake. Each restaurant will also sell the foundation’s stars, which can be personalized and posted on the wall for others to see.

“It is important that we give back to the communities that support us and we’re excited to be part of something that has life-changing impact,” said Bill Korenbaum, president of TooJay’s Gourmet Deli. “Make-A-Wish values families like we do and each of our locations will adopt a ‘wish kid’ to share in the power of that experience.”

Make-A-Wish children are encouraged to wish for whatever they want during a difficult period in their lives to bring hope, strength and joy to themselves and their families. Wishes usually fall into four categories: “I wish to be” (something), “I wish to meet” (someone), “I wish to go” (somewhere), and “I wish to have” (something). The average cost of a wish is $5,000, with that entire amount underwritten by partnerships like the one with TooJay’s, special events, foundation grants, and individual contributions. Make-A-Wish receives no federal or state funding.

“The wishes we grant bring happiness to the lives of children and the memories often provide inspiration to continue fighting against the medical problems that threaten their lives,” said Norm Wedderburn, president & CEO of Make-A-Wish Southern Florida.

Based on the locations of its restaurants, TooJay’s will grant the wishes of 13 children from Make-A-Wish’s Southern Florida chapter and 11 from Northern and Central Florida. The company began as a modest New York-style delicatessen on the island of Palm Beach in 1981 and has grown as a result of the quality of its food, generous portions, presentation, and friendly service.

Make-A-Wish Southern Florida grants a wish to a child with a life-threatening medical condition every 16 hours and has fulfilled more than 8,000 wishes for children in its territory, which includes 13 Florida counties and the U.S. Virgin Islands.

For more information, to make a donation, volunteer or refer a child, call (888) 773-WISH or connect at and on Facebook, Twitter, and YouTube.

Press Contact

Richard Kelly
Chief Operating Officer
4491 S State Road 7 Suite 201
Ft. Lauderdale, FL  33314

Phone : (954) 967-9474 x307
Fax : (954) 987-7159

Make-A-Wish® Southern Florida, Inc.
4491 S State Road 7
Suite 201
Ft. Lauderdale, FL 33314
(954) 967-9474
Toll Free (888) 773-9474
Make-A-Wish® Southern Florida, Southwest Florida Regional Office
3655 Bonita Beach Road
Suite 3
Bonita Springs, FL 34134
(239) 992-9474

Make-A-Wish® U.S. Virgin Islands
PMB 547
8168 Crown Bay Marina Ste 505
St Thomas, VI 00802-5819
(340) 474-0798

Make-A-Wish® Southern Florida, Tampa Bay Regional Office
324 North Dale Mabry Hwy
Suite 203
Tampa, FL 33609
(813) 288-2600

Make-A-Wish® Southern Florida, Suncoast Regional Office
3430 Magic Oak Lane
Sarasota, FL 34232
(941) 378-9474