Fast-casual wellness chain CRISP & GREEN® has announced a high-profile strategic partnership with Olympic Gold Medalist Shawn Johnson East and former NFL player Andrew East. The Nashville-based couple will serve as official brand ambassadors, a move designed to amplify the chain's presence in the key Tennessee market while reinforcing its "food as fuel" positioning.
The collaboration leverages the Easts' significant digital footprint and credibility within the fitness and parenting communities to promote the brand’s mission of offering accessible, chef-crafted nutrition.
Strategic Focus: The Nashville Connection
While national in scope, the partnership has a strong regional component focused on Greater Nashville, where the couple resides. CRISP & GREEN views this area as a critical growth market, utilising the Easts' local influence to deepen consumer connection and drive footfall.
Steele Smiley, Founder and Executive Chairman of CRISP & GREEN, explained the alignment: "Shawn and Andrew represent exactly who CRISP & GREEN is built for – people who want food that works as hard as they do. Nashville is an important market for us, and partnering with two people who live, work and raise their family there makes this collaboration especially meaningful."
Menu Innovation: The 'Team East Wrap'
To commercialise the partnership immediately, the brand has launched a custom menu item developed through a "blind taste-testing" content series. The winning build, dubbed the Team East Wrap, is now available for customers to order.
Product Specifications:
Base: Low net carb tortilla.
Protein: Roasted chicken.
Fillings: Romaine, pickled onions, avocado, queso fresco.
Texture: Crunchy blue corn chips.
Dressing: Zesty jalapeno lime vinaigrette.
Shawn Johnson East highlighted the brand's differentiation in the crowded health food sector:
"We’re partnering with CRISP & GREEN because the brand is truly pioneering what healthy eating looks like today: real food, incredible flavour and options that fit every part of our lives. We were fans long before this partnership."
Andrew East added: "Being based in Nashville, it means a lot to support a brand that’s investing in our community and helping redefine how people think about fuelling their day."
Brand Positioning
CRISP & GREEN continues to distinguish itself from standard salad chains by offering a broader menu architecture that includes smoothies, iced coffee, and wraps. This strategy aims to capture multiple dayparts beyond the traditional lunch rush, positioning the brand as a comprehensive wellness destination.
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