Executive Briefing

Inside Sweetgreen’s new-concept restaurant

We paid a lunchtime visit to Sweetgreen’s soft launch. Here’s what it was like.

Sweetgreen New York
Photos: Dan Frommer / The New Consumer

Later this month, Sweetgreen, the fast-growing salad chain, will open the first of its redesigned, new-concept restaurants, on Park Ave. South at 32nd St. in New York.

Leading up to its opening on Oct. 28, Sweetgreen has been inviting customers via email for a peek and a free salad during a soft launch, controlling traffic flow with ticketed time slots. I visited today during lunchtime.

The big idea: Instead of a single Sweetgreen salad assembly line — which often results in a comically long queue, wrapped around the store, and sometimes outside — staff now make the food in a back kitchen, where there are four assembly lines.

And the big, new addition is a green tiled counter area at the center of the store that it’s calling The Market.

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported entirely by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my twice-weekly, member-exclusive newsletter. Thanks in advance.

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