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Crafting a Culinary Comeback

Saffire Restaurant was a beloved Franklin, TN staple for 17 years, known for its innovative menu and vibrant atmosphere. After closing its doors in 2018, celebrated chef and restaurateur Tom Morales saw an exciting opportunity to revive the brand, honoring its roots while introducing fresh ideas to captivate a new generation of diners.

Drawing on its proven expertise in hospitality marketing and PR, Green Apple crafted an earned media campaign to reintroduce Saffire as a culinary leader in Nashville’s competitive dining scene.

– Strategic Event Planning –

Cooking Up Excitement for the Grand Opening

Green Apple Strategy collaborated closely with Saffire’s management to create a buzz-worthy grand opening celebration. The centerpiece of the campaign was an exclusive soft launch party designed to connect Saffire with influential media personalities and local tastemakers.

Green Apple curated a list of 30-40 priority guests, including media professionals and social influencers with strong ties to Nashville’s food and lifestyle communities. The team managed every detail, from identifying the right invitees to crafting and sending personalized invitations that reflected Saffire’s brand.

One highlight of the event was coordinating a site tour, tasting experience, and exclusive interview with Julia Masters, an entertainment business reporter for the Nashville Business Journal. This ensured high-quality media coverage while showcasing Saffire’s reinvigorated vision.

To complement the event, Green Apple developed a compelling press release that positioned Saffire as a reinvented icon. This release was distributed to key outlets, generating initial buzz and setting the stage for ongoing media interest.

– Targeted Media Pitches –

Serving Stories That Stick

Beyond the grand opening, Green Apple maintained momentum by crafting tailored pitches that highlighted Saffire’s unique offerings. From its innovative cocktail menu to its curated happy hours and exclusive menu items, every pitch emphasized what made Saffire stand out in the crowded Nashville food scene.

Targeted outreach focused on securing placements in local media outlets that resonated with Saffire’s ideal audience. Publications like StyleBlueprint, Edible Nashville, and Brentwood Lifestyles were among the campaign’s primary targets. Green Apple also coordinated interviews with media and influencer guests to keep Saffire top of mind and consistently featured in conversations about Nashville’s culinary hotspots.

– Results –

A Grand Return to the Spotlight

Green Apple’s earned media strategy delivered impressive results, reestablishing Saffire as a culinary gem in Nashville. In the two months following the grand opening:

  • Saffire received 35 mentions in prominent media outlets, including feature articles in Nashville Business Journal, The Tennessean, Brentwood Lifestyles, and The Nashville Post.
  • The campaign generated $1.01 million in AVE (Advertising Value Equivalent), demonstrating the significant impact of the PR efforts.

Saffire’s grand reopening successfully positioned the restaurant as one with a rich history and an exciting new chapter in Nashville’s food culture.

Client Testimonials

“Green Apple’s thoughtful approach and attention to detail ensured that our story not only captured the essence of Saffire’s culinary legacy but also stood out in Nashville’s vibrant food scene.”

“​​Green Apple’s expertise in hospitality PR and their relational approach to media outreach brought Saffire’s story to life in ways that made our return a celebrated moment in the community.”

– Creative –

What We Did

Messaging Strategy, Event Planning, Media Relations, PR, Email Marketing

saffire restaurant front door entrance
saffire restaurant merchandise
saffire restaurant bar
saffire restaurant in nashville

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Green Apple has been a helpful partner as we’ve launched our platform, learned together, and adjusted to help more patients and their families through CaringWays. It’s evident their team cares about our mission, which makes our work together easy and enjoyable.
Kristi Morrow
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Samantha and her team at Green Apple Strategy will treat your company like their own. They will take the time to get to know who your Company is, what it stands for, and who you are, personally. I'm very grateful to work with the team, each member specializing in a different marketing and communication segment. I highly recommend partnering with Green Apple Strategy for all marketing strategy
Kathleen Maxwell
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The Green Apple team is a trusted partner in our marketing activities and goals. Their team of experts consistently works to exceed our expectations to provide insightful solutions to engage and connect with families. We are grateful for their hard work and dedication.
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Sam and the Green Apple team have worked hard to learn our business and help us develop a strategy to best represent our company to our clients. They are professional, responsive, and creative — the perfect combination for a marketing partner!
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