Raising Cane’s founder Todd Graves is not your typical chain restaurant mogul. Once a scrappy entrepreneur, he recently took his unique “One Love” philosophy to a different stage: ABC’s “Shark Tank.” But Graves isn’t just there for TV excitement; He’s there to do what he does best: invest, mentor, and help aspiring business owners realize their dreams, just like he does.

The episode aired on October 25. Graves heard from Topsail Steamer, a company that offers seafood steaming pots, known as Bay Buckets, for customers to cook at home; Life Raft Treats, a reimagining of nostalgic ice cream truck classics with a humorous, artisanal twist; RigStrips, a company specializing in innovative magnetic vehicle accessories designed for outdoor enthusiasts; and BucketGolf, a portable par 3 golf game.

The leader of Rising Baston has signed a deal with RigStrips and Topsail Steamer.

This isn’t the first time Graves has supported fellow entrepreneurs. In 2020, he invested $2 million to help independent restaurants and later worked to save family-owned concepts by starring in the Discovery+ series “Restaurant Recovery” in 2021. Having achieved the American Dream by building an empire of more than 1,600 locations with a combination of a chicken fingers box that is expected to exceed $10 billion by the end of the decade, Graves is dedicated to helping others achieve their goals.

Their efforts go beyond business; Graves sees these media appearances as a way to increase brand awareness, increase loyalty among “Caniacs” and create a positive community impact.

“I’m a fan of ‘Shark Tank,’ but my goal is to make Raising Cane big. This was a great opportunity for many viewers to learn more about the brand,” says Graves. “They may not have a Cane’s in their community yet, which allows them to see me in a different light and hear my story as I offer advice to these entrepreneurs.”

In an industry where there are fewer and fewer founders actively engaged with their brands for a long time, Graves values ​​media involvement, participating in community events and charity programs. He says he wants people to feel a real human connection with Raising Cane’s, which he believes drives the brand’s extraordinary AUVs.

“The world today is full of big media, corporate ideas and big advertising budgets, but people want to connect,” Graves says. “They want to see the founder behind (Lifting Cane) and feel the human side. It takes its name from my dog, which is our mascot and my family works in this business. Customers want to know that I care about providing good, safe food and friendly service. They want to see that I care about my crew and aim to contribute to society.”

Beyond high-profile media appearances like “Shark Tank,” Graves also hosts community events to reach more people. For Halloween, he unveiled the world’s largest pumpkin (weighing 2,471 pounds, or 20,000 Chicken Fingers) at Nights of the Jack in Los Angeles, where it became the main attraction for families and guests.

The pumpkin featured the Halloween-inspired Raising Cane iconography carved by Food Network champions Eric Jones, Monique Hawk and William Wilson. Embodying the brand’s “One Love” philosophy, the platform transforms Graves’ love of Halloween into a platform for personal storytelling and brand awareness.

“Los Angeles is the second largest designated market area in the country, so I wanted Raising Cane’s pumpkins to be here for everyone to come and enjoy,” Graves says. “We have a real passion for what we do. This pumpkin doesn’t need to be in my house; I want people to experience this and create a unique connection with the brand. The best marketers in the world cannot produce this level of originality.”

Whether he’s advising young entrepreneurs on franchising on “Shark Tank” or showing off a giant pumpkin dressed in jeans and a T-shirt, Graves emphasizes the importance of sharing the magic of Raising Cane with audiences of all kinds. While the immediate marketing benefits are valuable, he believes it is the long-term relationships with guests that determine the brand’s success.

“I was promoting my brand every day and getting rejected, so I know what that feels like,” Graves says. “’Shark Tank’ is wildly popular with a lot of aspiring entrepreneurs watching, so I wanted to connect with a wide audience. But more than that, everything is so routine these days… (the pumpkin party) shows kids that there is still magic in the world. “If they want to open a chicken fingers restaurant one day, they can do that.”