Sweetgreen launches new loyalty program

A rapidly growing healthy eating chain is introducing a two-tier loyalty initiative.

Following a year of testing, Sweetgreen is rolling out Sweetpass, its first loyalty program in two years. Developed as a two-tiered model, the retailer developed program based on learnings from the testing, such as finding that customers wanted new ways to earn menu discounts and to participate in experiences.

The free Sweetpass membership tier offers customers the ability to earn points by opting in to personalized “challenges.” It also provides access to new menu items and limited edition exclusive merchandise drops.

The program also offers a paid membership, called Sweetpass+, a $10 per month plan that offers $3 off daily Sweetgreen orders, priority customer support, delivery perks, premier access to merchandise drops, and exclusive experiences. Sweetgreen ran a pilot of this paid tier in January 2022, and says it is officially making it part of the program based on strong customer demand and feedback.

Sweetpass+ members will also be able to redeem a “Friends of Earth” perk by suggesting a carbon reduction partner for the company. At the end of the year, Sweetgreen will take into account these submissions when choosing a carbon-focused organization to donate to.

As a component to the program, Sweetgreen is also opening a new online merchandise store called “The Market.” The site sells apparel, accessories and gear. Sweetgreen will release its first collection in a series of weekly drops, with a new item debuting in The Market each week. As a perk for signing up to Sweetpass, members will get first access to shop the collection before it releases to the public in May 2023.

Customers will be able to gain access to their Sweetpass and Sweetpass+ accounts through a dedicated section in the Sweetgreen app and through website, where rewards can be redeemed upon checkout when applicable. Customers can also stay up to date on Sweetpass exclusive menu releases, drops and collaborations taking place throughout the year through the retailer’s app, website and Instagram page.

“This next phase of loyalty is an exciting result from years of testing, iterating and listening to our customers, leading to a personalized program that further enhances their Sweetgreen experience,” said Sweetgreen co-founder and CEO Jonathan Neman. “With Sweetpass, customers can more frequently access delicious, craveable food that feels good and fuels a healthy lifestyle.”

[Read more: Sweetgreen redesigns app for enhanced ordering, loyalty]

Sweetgreen is looking to double its footprint in the next three to five years, and sees the potential for 1,000 locations by the end of the decade.