GARDEN FRESH ACTIVATES DISCOVER FRESH CAMPAIGN, REITERATES COMMITMENT TO FARM-FRESH INGREDIENTS
Garden Fresh Activates Discover Fresh™ Campaign, Reiterates Commitment to Farm-Fresh Ingredients
Revitalization strategy to involve updated restaurants and improved guest experiences
SAN DIEGO, Calif. – October 22, 2014 – Garden Fresh Restaurant Corp., the parent company of Sweet Tomatoes and Souplantation, announced today its activation of a brand revitalization plan called Discover Fresh™. The campaign, which involves corporate and restaurant-level changes, supports the company’s commitment to farm-fresh food and made-from-scratch menu items.
The campaign began with a series of senior executive additions, including John Morberg, David Carr and Julie Derry, as chief executive officer, chief financial officer and chief marketing officer, respectively. Following the corporate changes, Garden Fresh re-directed its marketing efforts to reiterate the motivation behind the brand, starting with their commitment to customers, made-from-scratch menu items and local farmers.
“For more than 35 years Garden Fresh has served as an industry leader, bringing fresh and wholesome ingredients to our customers,” said John Morberg, CEO of Garden Fresh Restaurant Corp. “Through the Discover Fresh™ campaign we’re furthering that commitment by modernizing select restaurants, upgrading the customer experience, and continuously enhancing our menu.”
A series of strategic initiatives in support of the campaign are currently being activated in the San Diego market. These include a radio campaign highlighting the brand’s dedication to local farmers and farm-to-table menu items, and also a series of events at area Souplantation’s to celebrate the refreshed designs.
“Our brand story is founded on passion and transparency, and we’re using this campaign as a way to instill that culture in our guests,” remarked Julie Derry, chief marketing officer. “We’re improving our guest-centric strategy in all areas – from delivering relevant content online through our Club Veg™ loyalty program to bringing our customers behind the scenes of our farm-to-table process.”
The first Discover Fresh™ event in San Diego will take place at the Vista, CA location on Sunday, October 26 from 12:00 p.m. to 2:00 p.m. Guests can receive a free lunch by bringing a can of food to be donated to North County Food Bank.
About Souplantation/Sweet Tomatoes
Headquartered in San Diego, CA, Garden Fresh Restaurant Corp. operates 128 restaurants in 15 states under two brand names: Souplantation (only in Southern CA) and Sweet Tomatoes. The restaurants provide a one-of-a-kind dining experience where guests have the freedom to create their own fresh and wholesome meal from an abundant salad bar paired with a selection of eight craveable soups, hot pastas, fresh from the oven baked goods and delectable desserts. Passionately serving families, friends and their communities for more than 35 years, the restaurants are known for their farm-fresh seasonal ingredients, made-from-scratch recipes and hospitable service, all at an everyday value.