The quick-service restaurant (QSR) chain’s “Sweetpass” is a $10 a month membership plan, which gives customers a $3 credit on qualifying orders. It can be used once per day and is valid for 30 days.
“Customers are obviously excited to eat healthy and start the year with the kind of new habits and routines and things like that. We think that we can play a big piece of that,” said Daniel Shlossman, senior vice president of digital and growth at Sweetgreen.
Over the years, the salad-focused QSR chain has made several technological investments to make its digital ordering process faster, seamless and friction-free. The investments have seemingly paid off, with its digital users making 46% more visits per quarter than those ordering in stores. These digital customers also spend 21% more per order. Overall, the company had some 1.35 million active customers that ordered online and in stores as of Q3.
The company’s co-founder and CEO Jonathan Neman has previously noted that he wants to “build the McDonald’s of our generation.” The company currently operates 140 restaurants across 13 states and Washington, and it plans to double the number of its stores in the next five years.
“It is everything from targeted and personalized offers to digital challenges to subscription and membership, and how can we potentially play in that space,” Shlossman said in an interview with CNBC. “We’re re-envisioning the future of loyalty at Sweetgreen, and this is one step in that journey.”