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.
By Dan Frommer on Friday, January 7, 2022 at 8:00 am
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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