It takes two: how Sweetgreen develops perfect partnerships

Since its inception, Sweetgreen has established a clear brand positioning, cementing its place as the healthy choice for the brand’s environmentally conscious audience. They’ve delivered this across their brand experience, whether in app, online or instore. But one area of their ecosystem where they’ve succeeded where many in their category have failed has been partnerships. Partnerships can be a tough area for a brand to develop if it hasn’t created clear parameters for the type of partner or experience that matches their brand. Sweetgreen’s has created partnerships that compliment and extend their brand experience.

The Quick Service Restaurant category (QSR) is awash with brands delivering transactional loyalty experiences, think stamp cards for coffee or food. With this approach brands are solely appealing to their own customers who are motivated by discount. It feels like a archaic relic of a bygone age in comparison to the integrated value based approach of the likes of Sweetgreen. The salad chain’s membership strategy reflects a modern digital approach, leveraging it’s product, instore experience and partnerships to surround the customer with value to deliver their loyalty.

Sweetgreen’s Partnerships themselves are designed to deliver on multiple business goals across acquisition, engagement and retention. The brand’s partnership with Nike is a great example of an acquisition partnership designed with a complimentary brand. The right partnership should deliver value to both businesses involved. Nike and salad chain Sweetgreen came together to offer a benefit for Nike + members on ‘summer Fridays’. The benefit delivered the ability for Nike members to pursue healthy eating, whilst driving footfall to Sweetgreen on what is traditionally an off peak time as many people are not in the office on summer fridays in NYC. It was the perfect combination for both businesses involved and shows how mutual business problems can be solved when the right partnership is developed.

Sweetgreen also leverages the ‘Window Theory’ by creating partnerships solely available to its own members. These were included in their exclusive features such as the brand’s ‘collections’ menu which enabled those ordering through the app to order specially curated items around tastes or dietary restrictions. Celebrity chefs were partnered with to create dishes that used ingredients already in line at Sweetgreen. This was then integrated into their marketing to drive sales, app engagement and member sign up.

Sweetgreen always ensures the partners they work with are aligned with their brand strategy and mission - ‘Building healthier communities by connecting people to real food’. Whether its other memberships like Nike, or individuals such as Naomi Osaka. Sweetgreen partnered with the Japanese tennis player to develop a bespoke bowl and back Osaka’s social impact projects. "Our goal in partnering together is a big one: to change the way brands and athletes speak to future generations about the importance of what they eat'“ said Sweetgreen.

THE TAKEAWAY

• Establish a Brand Mission and Vision Statement

• Create a clear brand positioning that can be delivered across your experience

• Establish clear goals for partnerships and partnership principles to ensure they deliver on your brand strategy

GO DEEPER

• Deep-dive into Sweetgreen’s mission and brand strategy here.