B.GOOD, an international and mission-driven fast casual restaurant chain, unveils its new “Food with Roots” brand campaign today across its North American locations to spark conversation with its customers about the importance of clean food and social impact. Beginning today, Food with Roots will roll out in key markets through targeted digital advertising, point of sale branding, refreshed designs across stores and packaging and a public awareness campaign. Please click here to watch a short story about B.Good “Food with Roots”.
Founded in 2003, B.GOOD has an established mission to spread the transformative power of good food to create positive social impact in communities around the world. “Food with Roots” captures a realized company vision that feeds a virtuous cycle of a new food system that includes sourcing, serving and consuming good, clean, nutritious and delicious food. Further, “Food with Roots” illustrates how B.GOOD connects with the communities in which it operates.
“When we opened our first restaurant, we didn’t consider – or even imagine – ourselves as ‘pioneers’ in the fast food service industry,” reflects Anthony Ackil, Co-Founder and CEO of B.GOOD. “At that time, we followed inspiration from our families and simply wanted to cook and serve good, clean and fresh food – just as my Uncle Faris did for me when I was growing up. However, as we evolved, we discovered ways to create positive impact in our customers’ communities and we developed a significantly unique and deeper meaning than the farm-to-table trend portrayed in today’s QSR and fast casual dining industry. ‘Food with Roots’ celebrates everyone who contributes to having sustainable, local, fresh, clean food find its way onto our customers’ tables.”
Food with Roots begins with farmers who sustainably grow natural ingredients from farms located around B.GOOD restaurants. The effort continues with B.GOOD team members who carefully prepare and serve it fresh each day. Food with Roots also includes customers who enjoy this delicious, heritage-rich food that’s inspired by family members and now shared with new families and friends. Finally, to complete the cycle, B.GOOD returns ongoing support back to the local farms, organizations and individuals who nurture their communities.
As part of the introduction of B.GOOD’s new positioning, the restaurant chain will feature several food promotions in its stores for familiar menu items such as burgers, salads, bowls, shakes and smoothies. And, true to its seasonal cooking roots, B.GOOD is introducing multiple tasty dishes this fall including Avocado Toast and vegetarian Zucchini Spaghetti and Eggplant Meatballs. In upcoming weeks, additional community activities will be announced as part of local store and franchise marketing efforts.
Founded in 2003, B.GOOD is an innovative, fast casual, farm-to-table restaurant chain serving “Food with Roots” – sustainably-grown, fresh and wholesome food that is prepared by hand in-house. With 60 locations across the U.S., Canada, Switzerland and Germany, B.GOOD serves a diverse and delicious menu including kale & grain bowls, salads, all-natural local burgers, sides of crisp veggies and oven-finished fries, smoothies and kids’ meals. By sourcing as much as possible from local, independent farmers and being genuinely committed to social and environmental impact, B.GOOD has a unique connection to the communities the brand calls home. Visit bgood.com for more information.
