Executive Briefing
The new face of consumer AI
Fidji Simo, OpenAI’s new ‘CEO of Applications’, has a big opportunity with real problems to solve. Also: What Sweetgreen and DoorDash are saying about the post-tariff consumer.
By Dan Frommer on Saturday, May 10, 2025 at 8:00 am
Hello hello! It’s Dan Frommer, back with The New Consumer. I’m back in action after a stretch on the road, including a couple of weeks in Japan — more on that soon. Welcome, new members, I’ve topped you up with a few extra weeks. And now we begin what’s sure to be a wild summer.
First, a quick note of appreciation: May 1 was our big renewal day for everyone who joined in The New Consumer’s first ~month back in 2019, and I’m always grateful to see how many of you are still members. This is now year seven(!) of The New Consumer, and I could not have done it without all of you, but especially the earliest backers. Thank you so much for your ongoing support!
Let’s do some members Office Hours: I’ve just added some slots to the calendar for this coming Thursday, May 15. As always, these 20-minute Zoom sessions are off-the-record by default, and the time is yours — I’m here for advice, ideas, feedback, a quick pitch, whatever is most useful. Become a member or sign in here for the booking link. I look forward to speaking! And if those slots don’t work for your time zone, send me an email and we can figure something out.
What is happening with the consumer right now?
…Given increasing concerns about a possible recession, job cuts, and overall uncertainty, elevated by Trump’s sloppy trade war.
The good news is that, so far — and it’s still a little early, but so far — consumer spending and overall activity looks pretty solid; there is no evidence of anything resembling a collapse. But the exact answer depends on whom you’re asking.
At Sweetgreen, for example, after same-store-sales grew in March, they started declining in April, “coinciding with the tariff announcements,” CFO Mitch Reback said on the company’s Q1 earnings call this week.
Usually, April is the month when Sweetgreen’s business starts to pick back up after the winter. “This is the first time we haven’t seen that lift,” Reback said.
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