Executive Briefing

Why Sweetgreen just shredded its loyalty program

Also: How Nike wants to own the customer relationship — everywhere. And Squarespace’s pre-IPO bet on Tock.

Courtesy Sweetgreen

Last week, Sweetgreen, the salad chain, shut down its loyalty program, which for years had rewarded its customers with $9 in credit for every $99 they spent in its restaurants or app.

Why? It’s not specifically to save money — although a flat 10% back in credit is probably more generous than it needs to be.

Instead, the plan is to design a program that better reflects what’s useful and what’s possible in 2021 and beyond, especially around personalization, Daniel Shlossman, Sweetgreen’s SVP of digital and growth, tells me.

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Dan Frommer

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