Resumo

CAMACHO GOMEZ, Manuela  e  PEREZ BERLANGA, Gustavo. Toks Restaurants: Social Responsibility Strategies. Innovar [online]. 2013, vol.23, n.49, pp.141-155. ISSN 0121-5051.

Toks was a Mexican chain of restaurants, with eateries in several states of the Mexican Republic. It was part of Grupo Gigante corporate group, and represented one of the most significant strategic business units for this consortium. Located in Mexico, Federal District, Toks could be regarded as the industry benchmark. It already had a Social Responsibility Department, whose head was the Licenciado Gustavo Pérez Berlanga, with over a decade of experience in the restaurant industry. The company's success laid in providing customers with high quality food and a warm service in a comfortable atmosphere. Within this success, human factor and social responsibility (SR) were key points. As part of its quality efforts, Toks has achieved the "H" distinctions by the Ministry of Tourism, supported by the Ministry of Health for the hygienic handling of food and SRC (socially responsible company) given by the Mexican Center for philanthropy (CEME FI in Spanish). Internationally, the company had joined the Global Compact, after the launch of their Productive Projects. The sum of all these efforts accounted for much of the so-called "inclusive business". In late 2010, social responsibility strategies appeared to be well defined for Toks restaurants, but there were several questions unanswered regarding the continuity of the company's competitive advantage in terms of social responsibility.

Palavras-chave : Social responsibility; inclusive business; productive projects; Toks; global compact.

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