George Clooney visits Edinburgh Sandwich shop which employees former homeless people

The video covers George's visit to a sandwich shop in Edinburgh that supports the homeless by using funds from paying customers. George's donation experience is highlighted, along with a menu mishap. The video discusses the concept of social enterprises and concludes with the positive impact of the visit.

What does the phrase 'paying it forward' mean in the context of this charity?

What impact does celebrity endorsement have on raising awareness for homelessness?