Sweetgreen launched its drive-through concept Sweetlane, an indication that the company is ready to be a big chain.
, the recently-shuttered finer-dining restaurant the chain quietly operated under a different name. Dig wants to be the “neighborhood restaurant” of fast-casual chains. Sweetgreen, it seems, just wants to be everywhere.that its outposts with drive-throughs tend to outperform their locations without a drive-through option.
As Sweetgreen enters its adulthood, and moves to the suburbs to settle down, what will change for consumers? The chain may have to make some concessions in its sourcing, as it sets roots in areas where purchasing ingredients locally is more difficult. That’s a change that would be conveniently simple, now that the almost-always-local branding is less prominent on Sweetgreen menus.
Whatever changes lay ahead for Sweetgreen, one thing seems sure: the suburban vibe shift is imminent. Though the chain has ambitions to grow into a lunchtime staple for more health-conscious, time-crunched diners across the country, its days as the preferred power lunch of city-living millennials may be numbered.
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