Serving sandwiches for second chances.

Without the determination of one ex-con who beat the odds, Dave’s Killer Bread wouldn’t exist. So we paid tribute to the brand’s heritage and invited people to break bread at Club Fed, a white-collar prison themed sandwich shop that didn’t just serve sandwiches, but second chances.

Staffed by ex-cons, who cooked and served a menu designed by renowned chef Marc Thuet of Conviction Kitchen, this two week restaurant and UberEats experience was visited by thousands and shared by millions online. With 40+ million earned impressions, including coverage on Canada’s national news, Club Feb started an important conversation about recidivism and the power of second chances. And with half of all proceeds going back to charities focused on reintegration, breaking bread at Club Fed helped feed more than bellies. It fed someone else’s potential.