Executive Briefing
Inside Sweetgreen’s new-concept restaurant
We paid a lunchtime visit to Sweetgreen’s soft launch. Here’s what it was like.
By Dan Frommer on Thursday, October 17, 2019 at 11:36 pm
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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