From the site:
"Since 1998, New York City bike messengers have raised food for their city's homeless the week before Thanksgiving. Like any other race, Cranksgiving tests your skills and speed navigating chaotic city traffic. However, unlike any other race, it tests the sharpness of your wits as you navigate the aisles of grocery stores searching for specific food items. Once you've found them, made your way through the checkout lines and finished the race, all of your food will be donated to a local homeless shelter."