Comfort restaurant shifts business model and will donate net profits to fight food insecurity

Partners with FeedMore to help end hunger epidemic in our community

On March 1, 2018, Comfort restaurant in Downtown, Richmond will shift its business model to focus on ending hunger in the Greater Richmond Area by donating all of net profits to fight food insecurity. Comfort will provide the same great hospitality and food that has made the restaurant a success, but will also focus on programming such as fundraising events and awareness campaigns to benefit FeedMore, Central Virginia’s core hunger-relief organization dedicated to providing neighbors in need with healthy meals and hope for a better tomorrow.

“Food insecurity is a cause that is very close to our hearts, having both personally dealt with hunger throughout our childhoods,” said Chef Jason Alley, of he and co-owner Michele Jones. 

Both have a long-standing record of fighting hunger through benefit dinners and events at all three of their local restaurants – Comfort, Pasture and Flora – and have been featured on local & national press as revolutionaries who combine impeccable dining experiences and charitable giving. 

“We’re so excited to partner with Comfort on the fight to end hunger,” said Doug Pick, CEO for FeedMore, “We believe this groundbreaking new model will be so impactful for our community and look forward to working with everyone at Comfort.”

Guests at Comfort can continue to expect excellent service; fresh, delicious meals and a knockout bar program during each visit to the restaurant. Now, however, each meal, cocktail, beer or bottle of wine that is purchased will go to help neighbors in Richmond feed themselves and their families. “It’s about building up our community,” Jones said. “We asked ourselves what more could we do to help, and realized this was the next step.”

Alley said the real change is that guests will now able to participate in community building simply by dining out. “One of our friends said that people don’t have to lift a finger to help. They just have to lift a fork.” Guests will also be able to learn more about FeedMore’s efforts and donate directly to FeedMore, should they choose to do so.

This platform will allow Alley and Jones to make a real and lasting impact in the community. “The fact that hunger still plagues over 200,000 of our neighbors is troubling to say the least, and with your help, we can raise awareness and funds to end hunger in our area,” said Alley.

All of Richmond – and beyond – are invited to join Comfort starting Thursday, March 1st to begin to help the community immediately. Reservations are being accepted online at or via phone (804) 780-0004.


Comfort is a full-service restaurant that uses all net profits to fight hunger in our community owned by Jason Alley and Michele Jones. Please visit and follow us on Facebook and Instagram. For press access & interviews this week, please call Michele Jones directly 804.454.6549. Comfort is located at 200 W. Broad Street, Richmond, VA 23220.


FeedMore is Central Virginia’s core hunger-relief organization dedicated to providing neighbors in need with healthy meals and hope for a better tomorrow. With a service area that stretches across 34 cities and counties, FeedMore helps the more than 200,000 Central Virginians who struggle with hunger. Working to efficiently and effectively fight hunger, FeedMore’s multi-tiered approach, comprehensive programs and network of close to 300 agencies are dedicated to providing neighbors who face hunger with one of the most basic necessities: nourishment. For additional information, please visit, find us on Facebook and follow us on Instagram and Twitter.