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Salad Days Ahead

Helping Green District, a fast-growing fast-casual salad concept, scale nationally

Background

A global pandemic is a heck of a time to scale an upstart local restaurant into a national chain. But Green District, with support from BCH, were game for the challenge.

After landing its first major investment in early 2020, the fast-casual salad concept set its sights on growing from one to 100 locations across the country over several years. However, the fun, fresh brand needed a solid strategy to introduce Green District to new markets while continuing to build a customer base for existing restaurants.

Industry

Food + Beverage

Services

Brand Strategy
Public Relations
Social Media
Influencer Marketing

Strategic Approach

BCH developed an aggressive public relations blitz, layering national restaurant-industry news opportunities with a local, market-entry plan driven by consumer media relations, influencer marketing and community relations.

Results

We’ve fostered an exciting brand personality that conveys the passion of its founders – and that results in coverage that inspires consumers.

In the first year of our PR blitz, BCH placed over 160 news stories from 53 different outlets, earning 182 million impressions. Green District stores open with lines out the door and down the street, generating an enthusiastic customer base from the start.

Our work with leading restaurant-industry outlet, QSR Magazine, resulted in coverage calling Green District a “cult-favorite” – a status leveraged in each new city to pique consumers’ curiosity to see what all the hype is about.

In their words:

“BCH works as an extension of our team. We established our goals; they came up with a strategy to achieve them. They know our brand really well so they can work seamlessly with the media as if they are a part of Green District. BCH has been a big part of our market-by-market expansion to become a national brand.”

 -Chris Furlow, Green District Chief Development Officer