Sweetgreen, the popular salad chain that started as a college project, has ambitious plans to expand its business and reach more customers. The company, which went public in late 2021, is investing in technology, innovation, and new products to stay ahead of the competition. Here are some of the key strategies that Sweetgreen’s co-founder and chief concept officer Nicolas Jammet revealed in a recent interview with Forbes.
Automating the Salad Making Process
One of the most intriguing moves that Sweetgreen made this year was acquiring Spyce, a company that developed a robotic kitchen that can prepare salads in minutes. Sweetgreen launched its first Infinite Kitchen concept in Naperville, Illinois, where customers can order their salads from a touchscreen and watch a robot assemble their ingredients. Jammet said that this technology will help the company improve efficiency, consistency, and quality, as well as reduce labor costs and waste. He also said that the robot will not replace human workers, but rather complement them and allow them to focus on other tasks.
Expanding into New Markets and Channels
Sweetgreen currently has more than 200 locations across the US, but Jammet said that the company is not satisfied with its footprint. He said that Sweetgreen wants to enter new markets, such as airports, stadiums, and universities, where there is a demand for healthy and convenient food options. He also said that Sweetgreen is exploring new channels, such as delivery, catering, and ghost kitchens, to reach more customers and increase its sales. Jammet said that the company’s digital platform, which accounts for almost half of its revenue, is a key driver of its growth and innovation.
Diversifying its Product Portfolio
Sweetgreen is best known for its salads, but Jammet said that the company is not limiting itself to one category. He said that Sweetgreen is constantly experimenting with new products, such as potato chips, soups, bowls, and wraps, to offer more variety and appeal to different tastes and occasions. He also said that Sweetgreen is collaborating with celebrities, chefs, and influencers to create limited-edition menu items that generate buzz and excitement. Jammet said that the company’s goal is to become a lifestyle brand that can offer something for everyone.
