2-tiered loyalty program has been digital only. In the next few months, the loyalty perks will also apply for in-store purchases.
GLOSweetgreen is set to expand its two-tiered subscription program, allowing loyalty program members to earn and use rewards for in-restaurant purchases. The Sweetpass program, launched in April, has a “commitment-free” first tier where members can earn discounts by participating in personalized challenges and enjoy early access to new menu items, birthday gifts, and merchandise drops. The higher-tier Sweetpass+ program costs $10 per month and offers $3 off daily orders, priority support, delivery perks, and exclusive experiences.
Currently, both tiers are tied to digital orders through Sweetgreen’s app or website only. However, the company’s CEO and co-founder, Jonathan Neman, revealed that in the next few months, loyalty members will be able to earn and redeem rewards in Sweetgreen’s restaurants, expecting this move to bring significant value, given that most new customers come through the physical locations.
The Sweetpass program has shown early success, with steady membership growth, though specific numbers were not disclosed. Neman noted a healthy mix of low-frequency users joining and the group showing positive incrementality.
While the program has impacted same-store sales in terms of mix, the ability to earn and use rewards in-store is expected to boost traffic and align with the purpose of loyalty programs, which is to encourage customers to choose Sweetgreen more frequently.
Sweetgreen’s move is in line with the industry trend of offering loyalty rewards and subscription programs, with other chains like Panera, P.F. Chang’s, and Pret also implementing similar strategies. Personalization is also a crucial aspect of these programs, as seen with Chipotle’s loyalty program, which has reached 35 million members and utilizes personalized messaging and rewards based on customers’ ordering history.
Source: Sweetgreen
