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Sweetgreen wants to nudge customers out of their comfort zones

The fast casual is launching Collections, a selection of curated, digital-only menu offerings designed to get diners to veer from their go-to dishes.
Sweetgreen collections
Photo courtesy of Sweetgreen

Sweetgreen is launching a personalized digital menu platform of curated options to encourage customers to branch out from their tried-and-true orders, the fast-casual chain announced Wednesday.

Sweetgreen’s new offering, called Collections, provides curated categories designed to meet specific dietary or other needs.

The platform was developed after consumer research found that a quarter of all guests like to order dishes similar to what they’ve had before but will try something new from the chain’s seasonal menus. Nearly three-quarters of those surveyed said they were interested in finding new ways to add seasonal ingredients into their usual orders.

“Our goal with Collections is to make the Sweetgreen experience more personal for both new and returning guests, while adding a sense of discovery and fun to their visit—a culinary playlist, if you will,” said Nicolas Jammet, the chain’s co-founder and chief concept officer, in a statement. “We know many of our guests have a go-to order, and Collections is our way of encouraging them to try new creations that other diners, team members and chefs are enjoying at the moment.”

To launch the new platform, Sweetgreen is rolling out “Eat Like a Chef” meals. Options include a dish of shredded kale and cauliflower rice with spicy broccoli, toasted almonds, chickpeas, za-atar breadcrumbs and avocado from Michael Solomonov as well as curated dishes from chefs Kwame Onwuacchi, Missy Robbins, Mei Lin, Liz Prueitt, Malcolm Livingston and Nancy Silverton.

Sweetgreen’s online menu will also include five Collections targeting dietary preferences, such as dairy-free or protein-packed, as well as flavor preferences like Crispy Rice and Super Seasonal.

“Categories will continue to be added and adjusted based on seasonal offerings and available menu items, and will eventually include menu recommendations unique to each user, with the goal of encouraging guests to discover new salad and plate creations with each visit,” Sweetgreen said in a statement.

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