It looks like Sweetgreen’s subscription program is coming to an end.
The fast-casual chain is preparing for the launch of a new loyalty program this spring that will be called SG Rewards. The free program will allow guests to earn points for every dollar spent, which can be redeemed for free food, access to unique offers and member exclusives, company officials said.
It also appears to bring to an end an experiment with subscriptions, which the Los Angeles-based chain has been attempting over the past two years.
First launched in 2023, it was dubbed Sweetpass, and the loyalty program offered three tiers. An annual Sweetpass+ membership, for example, offered a year’s worth of perks and discounts for $100, with a monthly membership available at $10 per month (or $120 for a year). Those tiers gave members $3 off one order per day, for example. There was also a free membership tier offering a basic level of rewards and challenges.
The Sweetpass program, however, is no longer mentioned on the website. Company officials declined to comment on the status of Sweetpass, except to say that the new loyalty program is being revamped.
Full details have not yet been revealed, but the new loyalty program will offer 10 points for every dollar spent at Sweetgreen. During the third-quarter call with analysts in November, CEO Jonathan Neman said the new program is designed to be more personalized.
“One of the things that we’re very focused on is how do we have a more direct relationship with our customers,” he said at the time. “Loyalty is going to be a big piece of this puzzle.”
Sweetgreen did not disclose how many members the Sweetpass program had, but members were notified this week that they would be automatically moved to the new SG Rewards.
Sweetgreen was one of only a handful of restaurant brands that attempted a subscription plan. Panera Bread still offers its Sip Club for $119 per year, offering unlimited beverages and other perks. And Piada Italian Street Food has a “stickscription” program offering free Piada Sticks with the purchase of a entrée.
Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.