Our Work

Smoking the competition with Edley’s BBQ

Edley’s BBQ is more than just an award-winning, family-owned restaurant. It’s also a beloved neighborhood gathering place where everyone who walks through the door is treated like family.

Voted “Best BBQ in Nashville” time and time again, the brand has seen a rash of imitators flood the scene in recent years. At the same time, their success has led to multiple Nashville locations, as well as restaurants in Lexington and Chattanooga.

The challenge was how to maintain the welcoming, neighborhood vibe of this small, family-owned business as it continues to expand in an oversaturated market.

Our solution? Simply own the category.

Building on the increasing popularity of Nashville’s unique culture and traditions, NHG trademarked the phrase “Nashville Style BBQ” – a line that captures both the distinctive flavor and fun, inclusive atmosphere of the town. We then brought the concept to life across all channels.

We provided brand strategy and development, content creation, social media management, customer relations, paid digital and traditional media, as well as merchandise design and production, and PR.
The results exceeded expectations; in addition to revenue increases in the double digits, web traffic and social following increased by 25% and 18% respectively.

new heartland case study edleys bbq
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