The story of Sweetgreen

Customer education

With its WastED salad LTO, Jammet is excited to educate and bring life to something serious in the food world: food waste. 

Seasonal menu launches

Instead of traditional ads, there’s a celebration around the five seasonal menu launches each year.

Digital content

Its social media accounts and blog posts are considered other direct channels for the chain to tell its story.

"Sweetlife" mindset

“It’s not just about what we’re selling them,” says Jammet. The chain’s goal is to connect with customers in a genuine way on the “sweetlife” lifestyle, of which food is just a part.

Sourcing transparency

A chalkboard menu lists ingredients and producers, so customers know exactly what they are getting and where it came from.

Music festival

What started as a way to bring customers into a store in 2009 has grown into an experience that pairs top-level musical talent with Sweetgreen food. “It naturally grew out of us wanting to connect with our customers.”

Guests can look straight into the kitchen of each restaurant and see the food prep, which Jammet says helps build trust through transparency.

Community service

The Sweetgreen in Schools program takes the brand out into the community, educating kids about healthy eating, fitness and sustainability. These wellness workshops now serve more than 1,000 kids annually.

Farm connection

While Sweetgreen spends much time trying to understand its customers and what they value, it also looks to what’s important to farmers. “We come up with decisions for all involved: customer, company and community.”