McDonald’s tried selling salads, but it didn’t work and it was permanently eliminated this year.
Now Sweetgreen, as famous for its salads as McDonald’s is for its burgers and fries, is trying something just as crazy.
It will serve fries, initially in select Los Angeles locations before launching nationally next year, as part of a broader effort to attract new customers.
So-called crinkle-cut fries, which are air-fried in avocado oil, offer a lighter “permissible indulgence” for those looking for fast food favorites with a healthier twist, bosses say.
“We want to revolutionize fast food,” CEO and co-founder Jonathan Neman said on a call with analysts.
Sweetgreen’s crinkle-cut fries, which are air-fried in avocado oil, offer a lighter “permissible indulgence,” the company said.
Sweetgreen is best known for its salads. The fast-casual chain was founded in 2007 by three Georgetown University classmates and has expanded from its roots in Washington.
“We want to give him those things that he wants, that he’s used to eating, things like potato chips, and do it the Sweetgreen way, in a way that we consider an allowable indulgence,” he added.
The seed oil-free French fries, served with pickled tomato sauce and garlic aioli, reflect a shift in consumer demand away from traditional seed oils for both health and sustainability reasons.
Sweetgreen is expected to launch Ripple Fries at its 236 U.S. locations next year, along with new additions like wraps and desserts, items the chain originally offered when it first launched in 2007 in Washington.
Additionally, Sweetgreen plans to launch a new loyalty program next year, which will help improve customer engagement and drive additional traffic.
Over the past year, Sweetgreen has diversified its offerings, including launching protein dishes and adding caramelized garlic steak and maple-glazed Brussels sprouts as seasonal options.
These changes are bearing fruit. During the latest quarter, Sweetgreen’s same-store sales increased 6 percent and revenue increased 13 percent to $173.4 million.
The launch of potato chips came as a surprise to Sweetgreen customers, but they didn’t object.
“I wasn’t expecting that,” said one, but added: “If they’re healthier than regular chips, it means I treat myself once in a while or when I’m hungover and don’t feel as bad.”
Salad restaurants like Sweetgreen, Dig and Cava have been gaining popularity in the United States, but one is struggling.
A salad bowl at Tender Greens, which, unlike Sweetgreen, is struggling
The owner of Tender Greens filed for Chapter 11 bankruptcy in July.
Customer numbers never recovered after falling significantly during the pandemic, One Table Restaurant Brands bosses said. Its sister brand Tocaya Modern Mexican is also affected.
The company operates 24 Tender Greens and 15 Tocaya units in California and Arizona. He depended especially on customers in downtown Los Angeles.