New York – Its new location is on a mission to transform the way Sweetgreen serves casual, convenient food.
Sweetgreen 3.0, which is located in Midtown Manhattan, will act as an incubator for the salad chain’s new ideas. In the first change the store has diverged from its typical format – in which an assembly line of staff members make salads in front of customers – in favour of concierges, who take orders on a tablet and provide information about the farmers and ingredients behind each dish.
The new store offers up to 22 bowls at a time, rather than its previous average of 10, and a digital board allows people to pick up their salad easily. The store has also diversified with new areas such as a retail space for cookbooks and sauces, and a market area that gives customers the opportunity to sample seasonal ingredients.
Sweetgreen hopes to inject the casual dining market with a dose of Educated Eating, informing customers about the stories behind its dishes’ ingredients.