A plate of food for a good cause â itâs an attractive model for creators and customers that pop-up projects like The Side Hustle are taking advantage of. âPeople are always going to donate if it benefits them,â said Ally Smith, one of the co-founders and chefs of The Side Hustle. The pop-up was founded about three years ago by Smith, Pete Amadhanirundr and Kenny Nguyen and has always donated profits from its events to Georgia- and Athens-based organizations that align with its values, Smith said. These have included Bigger Vision, Athens Anti-Discrimination Movement, South...