Sweetgreen Launches Pilot Subscription Service

Sweetgreen Launches Pilot Subscription Service

Sweetgreen (NYSE: SG) announced Monday that it is now offering a subscription service, sweetpass. Customers will be able to purchase a $10 monthly pass that will offer them a USD3 credit per purchase, per day. The pass is temporarily available until mid-January and will be valid for 30 days.

“Whether you’re committing to simple rituals like taking a walk, starting a journal, or adding nourishing greens to every meal—building sustainable routines often starts with one good habit. We’ve got just the thing,” Sweetgreen wrote on its site.

In order to qualify for the USD3 discount, the order total must reach USD9.95 before tax, delivery, and service fees and must be placed through the Sweetgreen app or online. The novelty comes just six weeks following the brand’s initial public offering (IPO).

“It’s an optimal time of year because of new year’s resolutions and the food that Sweetgreen sells,” Daniel Schlossman, Sweetgreen’s senior vice president of digital and growth, told CNN Business.

Sweetgreen had previously cut its loyalty program in 2020, which had given customers USD9 off when they spent over USD99. However, Schlossman says that the new program is “part of a broader evolution of loyalty and what that means for Sweetgreen.”

The chain hopes to attract new customers amid the subscription service as well as make its prices more accessible. Shares have tumbled 40% since its November debut amid the continuous spread of the Omicron Variant and rising restrictions.

“Our ultimate goal is that we really want to make whatever loyalty is at Sweetgreen much more personalized to the individualized customer,” he said.

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