Executive Briefing

Sweetgreen’s new ‘Sweetpass’ is a hint of things to come

Think of this as an example mini-game in the personalized future of marketing.

Cool membership card not included, unfortunately.

New year, new you, new ploy from your favorite fast-casual restaurant, reminding you — after weeks of holiday binge eating and streaming — that it still exists. And that it has a point of view!

Chipotle just launched a limited-time, plant-based “chorizo” and is comping delivery fees on its healthy-leaning “Lifestyle Bowls” in January. Chopt has two new salad dressings “packed with superfood ingredients” — miso or turmeric — “known for ‘boosting’ your health.” Cava, meanwhile, introduced a white sweet potato and feta bowl “that goes BIG on winter comfort.” Wednesday’s email: “The only diet food we can get behind? THE MEDITERRANEAN DIET.”

Sweetgreen’s new thing: The Sweetpass, a digital program designed to get people to “kick off a year of feel-good routines” by eating a lot of its salads and grain bowls over the next month.

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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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