Diners at Texas Roadhouse Novi can order a pink margarita, round up their bill or buy a bracelet in October, and every dollar goes to help a breast cancer patient keep the lights on.
The restaurant is one of more than a dozen partners backing the Shades of Pink Foundation's push to raise more than $100,000 during Breast Cancer Awareness Month. The nonprofit, founded in 2005, provides prompt financial help for everyday living expenses to southeast Michigan residents undergoing breast cancer treatment. It has distributed $3.8 million to more than 1,900 patients and families, according to CityBiz.
The October goal builds on last year's campaign, which brought in more than $78,000, Social House News reported.
Board president Jenna Wright Greenman called the target ambitious but reachable. "Our goal of raising $100,000 is ambitious, but every business that partners with us, every organization that hosts an event and every person who donates brings us closer," she said in a statement, per CityBiz. "It's neighbors helping neighbors, and every dollar raised helps someone facing breast cancer worry a little less about everyday expenses and focus more on their health and family."
Genthe Automotive, the foundation's top corporate supporter last October, will again donate $100 from every vehicle sold during the month. President Bruce Genthe said in a statement that the dealership saw the partnership's impact in 2025 and wanted to return this year.
The Suburban Mobility Authority for Regional Transportation (SMART) is running its third annual Transit in Pink campaign. SMART is encouraging riders to "Ride in Pink" on Thursday, Oct. 1, to open the month. Employees will collect station-wide donations throughout October.
At Texas Roadhouse Novi, guests can round up their bill to the nearest dollar, buy a pink breast cancer awareness bracelet or order a pink margarita. The foundation receives $1 from each margarita sold, according to the foundation's campaign page.
Other partners include English Gardens, which is asking customers to round up their change at the register, and The Good Feet Store, which will donate all proceeds from pink sock sales. Drip Car Wash will give a portion of car wash and oil change proceeds during the month.
J. McLaughlin will host its sixth annual Think Pink Sip & Shop on Oct. 21 from 2 to 5 p.m. at its Grosse Pointe location and Oct. 22 from noon to 4 p.m. at its Somerset location, donating 10% of sales to the foundation. Several area schools, including Clawson High School, whose volleyball program is holding raffles and ticket sales during its Oct. 8 games, are hosting sporting events with raffles and ticket sales benefiting the foundation.
Residents who want to organize their own fundraiser can contact the foundation at [email protected]. A full list of October events is at shadesofpinkfoundation.org.
October calendar
- Thursday, Oct. 1: SMART Transit in Pink kickoff, "Ride in Pink" day
- All October: Genthe Automotive $100-per-vehicle donation; Texas Roadhouse Novi round-ups, bracelets and pink margaritas; English Gardens round-up campaign; Good Feet Store pink sock sales; Drip Car Wash proceeds donation
- Oct. 21, 2–5 p.m.: J. McLaughlin Think Pink Sip & Shop, Grosse Pointe
- Oct. 22, noon–4 p.m.: J. McLaughlin Think Pink Sip & Shop, Somerset
