In an effort to recruit and retain staff in a tough labor market, restaurant operators are making changes to their benefits packages to demonstrate the safety and flexibility of their working environments. But these offerings don’t need to be hidden behind the scenes. Some brands are taking these changes as an opportunity to present the brand in a positive light with guests – and even offer them some perks in the process. Take Noodles & Company, which has made a commitment to supporting employees’ mental health through benefits including free counselling and mental wellness support through the HR platform LifeWorks. In January, Noodles & Company translated this into a guest-facing offer: They partnered with the online therapy company BetterHelp to offer a month of free therapy to up to 4,000 guests who purchased from the restaurant during the month.