“With a history of over 30 years, Operation Santa Claus is a highly regarded campaign to connect the community with charities. It is an effective platform for matching corporates, charity partners and beneficiaries for sharing joy and love in this festive season.”

He added: “It is our pleasure to support this meaningful campaign since 2008. The group hopes that through our donations, we can help more people in the community.”

The donations include 10 per cent of sales of Christmas suckling pig sets at its Chinese restaurants, and HK$20 for each specified menu or set sold at Lawry’s, Café Landmark or Cova. The group will also donate HK$10 and HK$5 respectively for each Christmas cake sold at Cova and Maxim’s Cakes.

The scheme, which started on December 1, runs until late December or early January, varying with the outlet.

“In line with the UN sustainable development goals, Maxim’s Group is committed to contributing to the communities we operate in,” Siu said.

“Since [our establishment in] 1956, we have shared the determination and dreams of people in Hong Kong and strive to build a prosperous and sustainable future for the city.

“The group also has a rich tradition of joining hands with our local partners and fulfilling social commitments to assist vulnerable groups.”

He added: “To spread the love and provide food assistance to the underprivileged, we leverage our catering expertise and resources to share food with those in need. We also encourage employees and the public to volunteer and serve the community.”

Such initiatives include donating goodie bags.

“The group has arranged to donate 4,000 goodie bags to different communities for Christmas in 2022 and for Chinese New Year in 2023,” Siu said.

“To share warmth around Christmas time, our group appointed a team of ‘Christmas Angels’ to visit Penny’s Bay and Kai Tak community isolation facilities as well as canteens at several public hospitals.

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“[A total of] 12,000 sets of Christmas snacks were delivered to citizens under quarantine and the medical teams,” he said, referring to the Covid-19 patients at the two centres and medical staff at the hospitals.

Through its “Love Bread Donation” programme, Maxim’s regularly donates bread to the underprivileged through charitable organisations and food banks.

The Kiddy Heart Canteen, established by Maxim’s together with an NGO, provides a nutritious dinner to low-income families at an affordable price.

The group works with a social enterprise to organise birthday parties for elderly people. Its volunteers regularly visit, sharing dim sum, dancing and exercising with them. The volunteers also participate in the firm’s other community projects.

Maxim’s sustainability initiatives include low-carbon dining, carbon reduction and cutting plastic use and waste.

“We leverage innovation and technologies like using biodiesel and green fertiliser, and upcycling bread,” Siu said.

The company collaborates with a start-up, called Breer, to make craft beer with its surplus bread.

“For every six bottles of BOB craft beer you enjoy, we will plant a tree through EcoMatcher to help sequester carbon,” Siu said.