Sweetgreen is looking to duplicate that success with its three partners, and may very well do just that. Valkyrae, for example, is one of the top female gamers in the world and has nearly 3 million subscribers on her YouTube page. Peloton’s subscribers are up over 100% year-over-year,“Tapping into their expansive followings will introduce us to new customers who might not yet be familiar with Sweetgreen, but who are eager to prioritize healthy living in the New Year,” Jammet said.
Obviously this approach has proved to be a success for the chain’s customer base or this latest iteration wouldn’t have launched. With the Collections introduction in September, Jammet said the idea to launch a digital-only menu has been in the works for about two years, but that idea was hastened by the COVID-19 pandemic.
“So much of our business became digital, we thought it was a good time to unlock the feature and give our customers the ability to have a broader set of content, as well as a more customized experience,” he said. Sweetgreen is promoting its new salad and Crispy Collections menu by asking customers to share how they mix their salad via TikTok while using the hashtag #sweetgreenshake. The chain has also launched a new microsite dedicated to “.” Jammet said the timing of the launch was intentional to start the New Year healthy and the team’s inspiration for the launch came from the idea of “Carpe Diem.”
“We created a bowl, microsite and series of experiences all designed to encourage our customers to seize the day, month and year in their own way,” he said. “Knowing our customers are passionate about where their food comes from and how it’s made, we created ingredient cards that take you on a deep dive into each ingredient with details about the role they play in the bowl and the food system.”
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