Sweetgreen Has a New Salad Subscription Service to Sell You
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Sweetgreen Has a New Salad Subscription Service to Sell You

Sweetgreen isn’t a tech company—but for a salad chain, it sure acts like one. On Monday, the company launched a monthly subscription service for discounted bowls of its leafy greens.


For $10 a month, Sweetgreen’s Sweetpass offers a $3 daily discount towards its salads—echoing Uber One, Instacart Express, DashPass, and other digital loyalty programs that incentivize repeat customers in exchange for an upfront cost. To get the discount, members must order through the Culver City-based firm’s app or website and spend at least $9.95.

The launch of the subscription comes less than two months after Sweetgreen’s initial public offering on the New York Stock Exchange. After listing at an IPO price of $28 per share and trading as high as $56.20 per share, Sweetgreen’s stock has shed more than 35% of its value since its November peak. On Monday, its shares hovered north of $31.

The new membership service coincides with the season of New Year's resolutions, which is go-time for the $71 billion diet and weight loss industry. Sweetpass is not marketed as a weight-loss tool, but salad has long been associated with dieting and abstention.

“It’s time to kick off a year of feeling good,” reads a splash page for Sweetpass. “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.”

Last year, Sweetgreen CEO Jonathan Neman ignited an uproar with his comments on weight loss and the coronavirus, which he later walked back. Neman and his cofounders Nathaniel Ru and Nicolas Jammet collectively control nearly 60% of the company’s voting power, by virtue of dual-class shares.

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Minnie Ingersoll is a partner at TenOneTen and host of the LA Venture podcast. Prior to TenOneTen, Minnie was the COO and co-founder of $100M+ Shift.com, an online marketplace for used cars. Minnie started her career as an early product manager at Google. Minnie studied Computer Science at Stanford and has an MBA from HBS. She recently moved back to L.A. after 20+ years in the Bay Area and is excited to be a part of the growing tech ecosystem of Southern California. In her space time, Minnie surfs baby waves and raises baby people.
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Ben Bergman is the newsroom's senior finance reporter. Previously he was a senior business reporter and host at KPCC, a senior producer at Gimlet Media, a producer at NPR's Morning Edition, and produced two investigative documentaries for KCET. He has been a frequent on-air contributor to business coverage on NPR and Marketplace and has written for The New York Times and Columbia Journalism Review. Ben was a 2017-2018 Knight-Bagehot Fellow in Economic and Business Journalism at Columbia Business School. In his free time, he enjoys skiing, playing poker, and cheering on The Seattle Seahawks.

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