Sweetgreen stuns fans with major menu change
McDonald's tried selling salads but it famously didn't work out - and they were permanently axed this year. Now Sweetgreen - as famous for its salads as McDonald's is for burgers and fries - is trying something just as crazy.
It will serve fries - initially in select Los Angeles locations before rolling out nationally next year - as part of a broader effort to attract new customers. The so-called ripple fries, which are air-fried in avocado oil, offer a lighter, 'permissible indulgence' for those looking for fast-food favorites with a healthier spin, bosses say.
'We want to disrupt fast food,' said CEO and co-founder Jonathan Neman, in a call with analysts. 'We want to give you those things that you want, that you're used to eating—things like fries—and do it in a Sweetgreen way, in a way that we kind of think about as a permissible indulgence,' he added.
The seed-oil-free fries, served with pickle ketchup and garlic aioli, reflect a shift in consumer demand away from traditional seed oils for both health and sustainability reasons. Sweetgreen is expected to roll out Ripple Fries across its 236 US locations next year, along with new additions like wraps and desserts - elements the chain originally offered when it first launched in 2007 in Washington.
Additionally, Sweetgreen plans to launch a new loyalty program next year, helping to enhance customer engagement and drive additional traffic. Over the past year, Sweetgreen has been diversifying its offerings, including launching protein plates and adding caramelized garlic steak and maple glazed brussels sprouts as seasonal options.
These changes are paying off. For the latest quarter, Sweetgreen’s same-store sales rose 6 percent, and revenue increased by 13 percent to $173.4 million. The rollout of fries came as a surprise to Sweetgreen customers - but they were not against the move.
'Did not expect that,' said one - but added: 'If they are healthier than normal fries then that means I treat myself every now and again or when I am hungover and not feel too bad.'
Salad restaurants like Sweetgreen, Dig and Cava have been soaring in popularity in the US - but one is struggling. The owner of Tender Greens filed for Chapter 11 bankruptcy in July.
Customer numbers never recovered after dipping significantly during the pandemic, bosses at One Table Restaurant Brands said. It sister brand Tocaya Modern Mexican is also affected. The company operates 24 Tender Greens and and 15 Tocaya units in California and Arizona . It was especially reliant on customers in downtown Los Angeles.
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