Archives Sweetgreen

The Optimizer's Starter Pack

Consumer Trends

Meet the Optimizers

In our Consumer Trends research, a third of Americans identify as being in ‘optimization mode’. They want max health and max pleasure, and are willing to pay for it. Read more →

Follow the Money

Why everyone’s launching a beverage brand

It’s easy to enter, hard to win, and the prize is huge. Sounds like Powerball, but it’s the $250+ billion US beverage market. Read more →

Protein Feelings

Consumer Trends

Where do people actually want more protein?

We asked 3,000 consumers how they feel about adding protein to 18 products, from snack bars to beer. Here’s where the opportunity is — and where it isn’t. Read more →

Sweetgreen wraps

Executive Briefing

Has Sweetgreen hit bottom?

Wraps to the rescue, after years of drifting? Read more →

Sweetgreen 2025 summer seasonal menu

Executive Briefing

People want new stuff all the time

But it has to be good. Also: Why Sweetgreen’s fries are canceled. And notes from Q2 earnings. Read more →

Instacart CEO Fidji Simo

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. Read more →

Hims GLP-1s

Executive Briefing

The Ozempic dupes are crushing it for Hims & Hers

Also: Another non-alc bottle shop is closing. And can Brian Niccol save Starbucks? Read more →

Sweetgreen cofounder Nicolas Jammet with the new steak

In Conversation

Why Sweetgreen added steak

Co-founder Nicolas Jammet on the new dinner strategy, robot kitchens, and expanding beyond the lunch crowd. Read more →

Whole Foods Market Daily Shop

Executive Briefing

Maybe Whole Foods isn’t asleep at the wheel

New Erewhon-sized stores in New York sound smart. (Please, steal their cafés, too.) Read more →

Acid League Shortcut Sauces

Executive Briefing

Recalibrating for retail

The lessons behind Acid League’s new ‘Shortcut’ sauces. Plus: Chipotle on Ozempic, Sweetgreen’s new plates, and a coffee experience I’ll never forget. Read more →

Upside Foods

Executive Briefing

Lab-grown meat is a consumer-branding case study in the making

How Upside Foods and Good Meat are trying to build buzz — and trust — around ‘cell-cultivated’ meat. Read more →

MrBeast Burger

Executive Briefing

MrBeast Burger’s inevitable flameout

Also: What Nike and HBO have in common. And where’s Whole Foods in the ‘food as medicine’ conversation? Read more →

Prospectus Prospectus

Analyzing Cava’s IPO filing

Is the fast-casual Mediterranean chain ready for pickup? Read more →

Sweetgreen’s Infinite Kitchen

Executive Briefing

Consumer behavior is ‘difficult to predict at best right now’

Notes from Target and Walmart earnings. Also: Robot salads, Drizly data, and Instacart’s early vision for AI-native grocery shopping. Read more →

Ness Mastercard

Executive Briefing

A new premium card for the Erewhon set

Can Ness, a new wellness-meets-finance startup, compete with Chase and Amex? Also: Inside Sweetgreen’s new loyalty program. And the LinkedIn olive oil mess. Read more →

Apple MR glasses Midjourney rendering

Executive Briefing

Apple’s ‘mixed reality’ goggles are imminent

Why they’re worth your attention and imagination. Read more →

Oura x Gucci

Executive Briefing

Growing in a downturn

Also: Oura’s new Gucci ring. And: Wednesday is the new Monday (and the new Thursday). Read more →

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. Read more →

Executive Briefing

What will happen to Sweetgreen?

The 2010s’ favorite salad brand has a new look. Can it re-accelerate after a spoiled pandemic year? Read more →

Sweetgreen

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. Read more →