Sweetgreen Launches “New Year, Full You” Campaign With a New Protein Plate and Personalized Free Rewards for a Fresh Start to the New Year

Rhea-AI Summary

Sweetgreen (NYSE: SG) launches 'New Year, Full You' campaign with the BBQ Salmon protein plate, offering 33 grams of protein and special rewards for customers. The company aims to fuel wellness routines with high protein options and expand its protein plates category.

Insights

Nutrition Expert

The introduction of Sweetgreen's BBQ Salmon protein plate aligns with the rising consumer demand for high-protein and health-conscious meal options. This trend is reflected in the increased online searches for 'high protein' foods. Sweetgreen's strategy to innovate by offering a product that not only provides a significant amount of protein but also uses clean label ingredients like honey and date syrup instead of refined sugars, suggests an adaptation to consumer preferences towards more natural and wholesome ingredients.

Furthermore, the collaboration with Chef Charlie McKenna for the creation of the honey BBQ sauce indicates a commitment to culinary expertise and quality. The emphasis on using Extra Virgin Olive Oil (EVOO) for cooking and exploring avocado oil, is indicative of Sweetgreen's focus on the health and taste aspects of their offerings, which could potentially influence consumer perception positively and drive repeat business.

Market Research Analyst

From a market perspective, Sweetgreen's launch of the new protein plate and the 'New Year, Full You' campaign can be seen as a strategic move to increase customer engagement and drive sales during a period where individuals are often seeking to adopt healthier eating habits. The integration of the Sweetgreen app and website with features to track protein intake and integrate with Apple Health Kit is a savvy use of digital technology to enhance customer experience and loyalty.

The introduction of Sweetpass and Sweetpass+ loyalty programs, coupled with incentives like the chance to win a $1,000 gift card, serves as a mechanism to increase customer retention and encourage frequent visits. These programs can be instrumental in gathering valuable customer data and personalizing marketing efforts, which are critical in today's competitive fast-casual dining industry.

Financial Analyst

From a financial standpoint, the addition of new menu items like the BBQ Salmon protein plate could potentially lead to an increase in average order value (AOV) due to the premium nature of the product. Sweetgreen's focus on high-protein, health-oriented offerings may attract a more health-conscious and possibly higher-spending demographic. The limited-time nature of the offering could create a sense of urgency and boost short-term sales.

The investment in loyalty programs like Sweetpass and Sweetpass+ represents a strategic approach to customer lifetime value (CLV) optimization. By rewarding frequent purchases and offering exclusive benefits, Sweetgreen is likely to enhance customer loyalty, which can translate into sustained revenue growth over time. However, the cost of these programs and the impact on profit margins should be closely monitored to ensure that the benefits outweigh the expenses.

• Customers can fill up on the new BBQ Salmon protein plate, a hearty entrée featuring delicious, bold flavors and 33 grams of protein.
• Sweetgreen recently expanded its menu with protein plates — a new collection of options to satisfy even the non-salad eaters, adding heartier proteins and double servings of grains.
• All month long, fans can rack up special rewards on Sweetgreen’s free loyalty program, Sweetpass, and upgrade to Sweetpass+ to earn even more rewards. Loyalty Program members will have the chance to win $1,000 in Sweetgreen credit*

LOS ANGELES--(BUSINESS WIRE)-- Today, Sweetgreen (NYSE: SG), the mission-driven restaurant brand serving healthy food at scale, announced the launch of its “New Year, Full You” campaign to celebrate filling up on delicious food that rewards you. The campaign, which includes a remix of a new menu favorite, offers customers even more ways to kick off the new year with food that makes you feel good.

Customers can fill up on the new BBQ Salmon protein plate, a hearty entrée featuring delicious, bold flavors and 33 grams of protein. (Graphic: Business Wire)

Fueling Wellness Routines with High Protein

Consumer interest in protein-forward foods continues to soar, with recent reports citing online searches for the phrase “high protein” reaching a five-year high.** As a brand that challenges the fast food industry with ingredients that are equally as fresh and delicious as they are filling, Sweetgreen is bringing customers even more ways to fuel healthy lifestyles with high protein options.

Starting today, Sweetgreen is adding the BBQ Salmon protein plate to its newly launched protein plates category. Customers can order the new BBQ Salmon protein plate, a craveable meal built around Sweetgreen’s fan-favorite salmon roasted in olive oil, featuring 33 grams of protein. Served alongside a hearty double scoop of wild rice, hot roasted sweet potatoes, and daily housemade veg slaw, the new protein plate is topped with Sweetgreen’s exclusive honey BBQ sauce. Sweetgreen’s BBQ sauce is made in collaboration with two-time World Barbeque Champion Chef Charlie McKenna of Lillie’s Q. Available only at Sweetgreen restaurants, the better-for-you sweet and smoky BBQ sauce is naturally sweetened using clean label ingredients like honey and date syrup, and is free of refined sugars, artificial stabilizers or preservatives.

The new plate joins a trio of chef-crafted protein plates that have quickly become the fastest-growing category on Sweetgreen’s menu since debuting in October. Customers can order the BBQ Salmon plate exclusively via the Sweetgreen app and website for a limited time only, in addition to the core menu of protein plates including the Miso Glazed Salmon, Southwest Chicken Fajita and Hot Honey Chicken. All proteins, cooked veggies, and grains are roasted in Extra Virgin Olive Oil (“EVOO”), following the brand’s recent announcement of transitioning to EVOO and exploring avocado oil in its recipes as the company continues to innovate its menu.

"We're listening to our customers' requests for craveable meals that fill you up and make you feel good,” said Chad Brauze, Head of Culinary at Sweetgreen. "Our new BBQ Salmon pairs together two iconic Sweetgreen flavors, our housemade tamari miso-maple glaze from our new salmon plate and the tangy, sweet and smoky BBQ sauce our customers love. It’s a great plate and I can’t wait for our guests to try it!”

Keeping Track of Delicious Choices

Now, Sweetgreen is making it easier than ever to reach New Year nutrition goals and keep track of protein, with features in the Sweetgreen digital experience available on both the app and website:

1. To find Sweetgreen's favorite entrées across salads, warm bowls, and protein plates with over 32 grams of protein, meals will be tagged as “High Protein”
2. For a boost in protein, customers can double-tap on their protein of choice in the app for an extra serving added to the meal (that’s over 60 grams of protein)
3. To encourage healthy habits and hit nutrition goals, customers can track their macros by adding their meals to the Apple Health Kit after they order

Introducing Fresh Rewards and Win Sweetgreen for Fuel All Year Long

The fresh start to the new year doesn’t stop with protein plates — Sweetgreen is also helping customers unlock delicious rewards to keep up the momentum of building healthy habits. Members of Sweetgreen’s loyalty program (Sweetpass or Sweetpass+) that opt in to their personalized challenge by January 31 will receive a chance to win a $1,000 SG gift card.*

• Sweetpass is Sweetgreen’s free loyalty program that offers customers the ability to earn rewards by opting in to personalized rewards as well as access to new menu items and limited edition merch drops that will be exclusively available to Sweetpass members.
• Sweetpass+ is a $10 monthly membership that rewards loyalists with $3 off daily Sweetgreen orders, access to exclusive priority Sweetgreen support, and exclusive Sweetgreen experiences.

*T&Cs: NO PURCHASE NECESSARY TO ENTER. Entries accepted 1/8/24 - 1/31/24. Open only to U.S. residents (excluding RI) 18+. Odds depend on # of eligible entries received. One $1,000 gift card winner. Subject to complete rules at bit.ly/sgterms.
**SOURCE: THE FOOD INSTITUTE

About Sweetgreen: Sweetgreen (NYSE: SG) passionately believes that real food should be convenient and accessible to everyone. Every day their team members create delicious seasonal meals from fresh ingredients and produce that prioritizes organic, regenerative, and local sourcing. Sweetgreen strongly believes in harnessing the power of technology to enhance the customer experience to meet their customers where they are. Sweetgreen’s strong food ethos and investment in local communities have enabled them to grow into a national brand with a mission to build healthier communities by connecting people to real food. To learn more about Sweetgreen and its menu, visit www.Sweetgreen.com. Follow Sweetgreen on Instagram, Facebook and Twitter @Sweetgreen.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240104765326/en/

Sweetgreen Contact, Media:

Jenny Seltzer

press@sweetgreen.com

Sweetgreen Contact, Investor Relations:

Rebecca Nounou

ir@sweetgreen.com

Source: Sweetgreen

FAQ

What is the new campaign launched by Sweetgreen and what does it offer?

Sweetgreen (NYSE: SG) has launched the 'New Year, Full You' campaign, offering the BBQ Salmon protein plate with 33 grams of protein and special rewards for customers.

What are the key features of the new BBQ Salmon protein plate?

The new BBQ Salmon protein plate includes 33 grams of protein, wild rice, roasted sweet potatoes, housemade veg slaw, and Sweetgreen's exclusive honey BBQ sauce.

How can customers order the new BBQ Salmon protein plate?

Customers can order the BBQ Salmon plate exclusively via the Sweetgreen app and website for a limited time only.

What are the additional features in the Sweetgreen digital experience to track protein consumption?

The Sweetgreen digital experience allows customers to find high protein meals, add an extra serving of protein to their meal, and track their macros by adding meals to the Apple Health Kit.

What rewards are available for members of Sweetgreen's loyalty program?

Members of Sweetgreen's loyalty program can win a $1,000 SG gift card by opting in to their personalized challenge by January 31.