The program not only aims to provide added value to the customer but also aims to drive customer frequency and restaurant volume.
Through the rewards and challenges program, sweetgreen is looking to double down on its digital experience, as total digital sales currently represent 66% of the company’s Q1 2022 revenue.
“We see Rewards and Challenges as a way to double-down on owned digital relationships and create a more personalized experience for our customers,” said co-founder and Chief Executive Officer Jonathan Neman.
“With approximately two-thirds of our Q1 2022 digital sales coming from owned digital channels, we’re excited to take this next step in our journey of re-envisioning the future of loyalty at sweetgreen.”
The summer rewards program will be available through the sweetgreen app and website from June 27, 2022, to July 24, 2022. It is expected to feature a weekly series of challenges where customers can opt-in to earn rewards and track their achievements.
To promote the new program, sweetgreen has teamed up with TikTok creator Emmanuel Duverneau. The quick-service restaurant (QSR) is also offering its customers 50% off their next bowl or plate purchase.
Additional challenges sweetgreen customers can participate in include:
- Spend $20 and receive a $4 credit on next purchase
- Add a side item to order and receive a free beverage
- Buy a personalized online exclusive bowl and receive 50% off next bowl or plate
- Order delivery and receive free delivery on next order
Over the years, the salad-focused QSR chain has made several technological investments to make its digital ordering process faster, seamless, and friction-free. These investments have seemingly paid off, with digital users accounting for 46% more store visits per quarter than those ordering in stores as of January 2022. Digital customers also spend 21% more per order than others. Overall, the company had some 1.35 million active customers that ordered online and in stores as of Q3 2021.
Neman 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,” said Daniel Shlossman, senior vice president of digital and growth at sweetgreen, in an interview with CNBC. “We’re re-envisioning the future of loyalty at Sweetgreen, and this is one step in that journey.”
Following the campaign, the rewards and challenges program will be available as a feature for customers to participate in through the sweetgreen app or website.