“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.
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.”
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.
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.”
Operators have closed or rebranded nearly half of the chain’s locations over the past year and a half. And then as the chain was sold last week, franchisees were told the company lost its distribution contract.