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Doherty Enterprises Inc.-owned Applebee’s Neighborhood Grill & Bar locations in several states are once again rallying to make the holiday season brighter for underprivileged children.

Through Dec. 31, the Allendale-based restaurant group’s eateries in New York, New Jersey, Florida and Georgia will fundraise in support of the Marine Corps Reserve Toys for Tots program, a cause it has contributed more than $5.2 million to since 1998.

As part of this year’s effort, the casual dining brand is launching several unique donation opportunities for customers to join in on and will donate 100% of the collected contributions to support Toys for Tots’ mission of distributing new toys to as many deserving local families as possible.

According to Doherty, guests can purchase “paper gift” donations that will be hung throughout restaurants by rounding up their check or making separate cash donations. Additionally, a portion of proceeds from holiday-inspired cocktails will be donated to the cause.

To mark the 25th anniversary of the campaign, anyone who donates $25 or more will receive a special limited-edition gift pack. At select restaurants, they may also be serenaded with a holiday carol from Applebee’s team members.

Additional activations include a “25 Days of Deals” calendar filled with daily promotions as well as Breakfast with Santa events at various Applebee’s locations. The chain also plans to donate 10% of guest sales for customers who don an ugly sweater on National Ugly Sweater Day (Dec. 15).

In a statement, Doherty Vice President of Operations Kurt Pahlitzsch said, “We are thrilled to continue our partnership with Toys for Tots for the 25th year and are honored to support underserved children in our local communities during the holiday season year after year.”

“Our commitment to this cause is a reflection of our dedication to the community, and we love bringing joy to children in need as well as adding festive elements of fun for our guests,” he also said.

In addition to Applebee’s, Doherty’s portfolio of more than 140 restaurants in New Jersey, New York, Florida and Georgia includes popular establishments like Panera Bread and Chevys Fresh Mex. The company also owns and operates its own concepts: The Shannon Rose Irish Pub and Spuntino Wine Bar & Italian Tapas.