Sweetgreen redesigns app for enhanced ordering, loyalty
Sweetgreen has completed an upgrade across its mobile web, Android, and iOS customer experiences.
Upgrades in customer experience resulting from the healthy eating chain’s mobile replatforming effort include default personalized settings for a faster checkout and more flexibility within the order customization experience.
The revamped app experience also offers an improved navigation bar for more controlled searching, such as more easily being able to tap into loyalty challenges and rewards and getting notifications of new ones available to participate in.
In addition, mobile customers have access to digital rewards and challenges, various ordering channels such as pickup and delivery, and an expanded menu featuring limited-time releases and collaborative bowls.
According to Sweetgreen, its app upgrade comes as the result of years of data intake and research of improvements, and is aimed to create a more seamless, efficient and customized customers experience. All of the retailer’s mobile app users will be able to experience the replatform by the end of 2022.
“Our redesign was focused on the user experience from day one, providing our digital customers with an app that looks better, feels streamlined and performs faster than ever before,” Daniel Shlossman, chief marketing officer, Sweetgreen, said in a statement sent to Chain Store Age. “Our pilot rollout of the experience has met these goals, with customers responding positively to the faster ordering, improved app navigation and new features both in feedback and metrics.”
Sweetgreen’s digital app is designed to provide an extension of the retailer’s customer experience from its more than 185 stores, regardless of the user’s device or location.
Sweetgreen opens first digital-only location
Sweetgreen’s digital business continues to grow, accounting for 67% of its total revenue in 2021. In addition to revamping its mobile app, the company also opened its first digital-only location, in Washington, D.C.’s Mt. Vernon Square neighborhood, in late October 2022.
The 2,190 sq. ft. space is dedicated to pick-up only, with no interior dining or front-service line. But it does have an outdoor patio for those who choose to stay and dine. Customers place their orders via Sweetgreen's website, mobile app or participating third-party delivery services. They can retrieve their orders from pick-up shelves inside the restaurant.
Sweetgreen, which went public last November, expects to open at least 35 new restaurants in 2022. It 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.