During the height of the COVID-19 pandemic, numerous organizations and brands initiated programs to support frontline healthcare workers and first responders. These initiatives ranged from free food and beverages to significant discounts on apparel, footwear, and wellness services. The offers were designed to acknowledge the tireless efforts and risks undertaken by medical professionals, emergency personnel, and other essential workers during the global health crisis. Many of these programs required verification of professional status, often through third-party services like ID.me, to ensure eligibility.
Food and Beverage Offers
A variety of food and beverage companies provided free products and discounts to frontline workers. Krispy Kreme offered free dozens of Original Glazed® Doughnuts on Mondays through Nurses’ Week, which concluded on May 12th. Wawa provided free coffee of any size for healthcare workers and first responders until the crisis was averted. Sheetz offered free coffee to frontline workers through June 1st. Starbucks served free tall brewed (hot or iced) coffees to first responders and frontline healthcare workers through the end of May. Snickers offered free Snickers bars to nurses and essential workers via e-gift card redemption at Walmart. Nando’s provided free peri-peri chicken takeout, distributing 50 free meals daily at every location in North America through May 17th. Circle K offered free Polar Pop beverages to first responders and healthcare professionals. McDonald’s offered a free ‘Thank You Heroes’ meal through May 5th. Little Caesars Pizza donated pizzas to facilities and frontline workers, requiring an organization nomination. Long John Silver’s offered a 20% discount on certain days and a 10% discount daily.
Uber committed to providing 300,000 free meals to first responders, acknowledging the tireless work of medical and crisis response teams. Officials and organizations interested in receiving meals could reach out to [email protected].
Apparel and Footwear Discounts
Several apparel and footwear brands offered free products or substantial discounts. Allbirds provided a free pair of shoes for every healthcare professional on the front lines. To claim a pair, healthcare workers could email [email protected] while supplies lasted. Crocs donated a free pair of shoes with free shipping to healthcare workers on the frontlines. Barco Uniforms donated scrubs to medical professionals on the frontlines for the duration of the crisis. Clove included free compression socks with every purchase; buyers could add socks to a cart containing shoes and use code WITHLOVE. Ably Apparel allowed first responders to tag themselves on Ably's Instagram page starting April 8th to receive a free item from their website. Kerusso provided a 10% discount to first responders. The Jim Coleman store sold shirts and water bottles specifically for healthcare heroes. Tieks launched a #SewTOGETHER Challenge, offering a $50 Tieks Gift card for sewing 25 masks and a $100 Gift Card for 50 or more masks.
Under Armour offered a 40% discount code to First Responders & Healthcare Workers, including active Police, Fire, Nurses, Doctors, and EMT customers, as well as teachers and educators. Nike offered a 20% discount for first responders and medical professionals. Reebok offered a 50% discount for nurses, first responders, teachers, military personnel, and government employees. Allbirds offered a special discount code for their shoes, with all sales final. Otterbox offered 40% off to frontline workers.
Wellness and Professional Support
Beyond physical goods, several companies provided digital wellness tools and professional development resources. Headspace, an online wellness platform, offered free wellness tools, guided exercises, and videos to help increase happiness and improve mental health. Through 2020, Headspace was free for healthcare workers. Nurse.com offered a free online COVID-19 course. Tide Cleaners offered laundry services for frontline health workers and their families. Hilton Hotels partnered with AACN members to offer up to a seven-night free stay for frontline workers.
Verification and Eligibility
Many of these offers required verification of status as a healthcare worker or first responder. Some programs instructed participants to "get in line" for free pairs of shoes or to check websites for availability. Verification through platforms such as ID.me was commonly required to access discounts. Specific dates were noted for various offers, such as the end dates for Nurses’ Week promotions or specific cutoff dates in May and June for food and beverage offers.
Conclusion
The response from the corporate community during the COVID-19 pandemic included a wide array of freebies and discounts for frontline healthcare workers and first responders. These initiatives spanned essential categories such as food, professional apparel, footwear, and mental wellness support. While many offers were time-bound, they represented a significant effort to provide tangible support and recognition to those serving on the front lines of the health crisis.