Case Study:

Goodness Gracious at The Mill

Campaign Intel:

Karen Ford, owner of Goodness Gracious Café in Murfreesboro, had recently purchased the Readyville Mill in Readyville, TN. She had the tough task of combining two well known restaurant fan bases into one, and moving her popular restaurant, Goodness Gracious Café to the new location at The Readyville Mill.

Her concerns were how to effectively brand the combining of the two restaurant clientele bases, and to educate her customers of their new hours and location. Of particular concern, was how to get her Goodness Gracious Café clientele to drive to Readyville, and how to gain new customers to a new “destination restaurant”.

She contracted Adams Mabry Swann to design the new brand identity for Goodness Gracious at The Mill, and to create an ad campaign that excited both fan bases, while educating them on the changes taking place. She also wanted to retain and grow the catering and event business she had steadily been obtaining.

Results:

Due to the hard work of Karen Ford and her staff, and the advertising efforts of Adams Mabry Swann, Goodness Gracious at The Mill was able to successfully combine the the two clientele bases, while growing the catering and event business. Her customers now see her restaurant as a true destination, and pack the restaurant during operation hours. This success has lead Karen Ford to continue to call upon Adams Mabry Swann to design packaging for their hand milled products, flyers and promotional items, and future ad campaigns for their event and catering business.

R.County Magazine Ad Front

R.County Magazine Ad Front

R.County Magazine Back

R.County Magazine Back

Business Card Front

Business Card Front

Business Card Back

Business Card Back