Los Angeles-based fast-casual Sweetgreen has finally launched its loyalty program, the restaurant chain announced on Monday. It’s been dubbed Sweetpass and has two membership options, one paid and one free.
The chain announced during its latest quarterly earnings call in February that it would be launching the program in April as a subscription-based model.
“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 in a statement. “With Sweetpass, customers can more frequently access delicious, craveable food that feels good and fuels a healthy lifestyle.”
The free version of Sweetpass allows customers to access challenges, new menu items, and merchandise exclusively available to loyalty members.
Sweetpass+ is the premium version of the chain’s new loyalty app. This program allows customers to pay $10 a month for $3 off each Sweetgreen order — up to once a day — plus premium Sweetgreen support, delivery perks, premier access to merchandise drops, and exclusive Sweetgreen experiences.
Over the past year and a half, Sweetgreen has played around with loyalty programs, testing various versions of what it’s ultimately created. The original Sweetpass, launched in January 2022, was the first iteration, and had guests pay $10 for a one-month pass to enjoy $3 off each Sweetgreen bowl up to once a day.
That is the pilot that Sweetpass+ is based on. According to the company, Sweetpass+ is a result of this successful test along with positive customer feedback and strong demand.
The chain also launched a “Rewards and Challenges” section on its app as part of a “Summer of Rewards” in 2022 for one month that included rewards like a free drink if customers added a side item to their order.
Customers can access the new loyalty program through the app and on the chain’s website.
As part of Sweetgreen’s commitment to sustainability, Sweetpass+ members will be able to choose a “Friends of the Earth” perk where they will get to pick a “carbon reduction partner.” At the end of the year, Sweetgreen will take the votes into account when deciding where to donate.
Sweetgreen also released its first Impact Report earlier this month, showing its goal of reaching carbon neutrality by 2027.
Sweetgreen is also entering the merchandise space with the launch of its new online store, The Market. The fast-casual chain joins the likes of Chick-fil-A, McDonald’s, and Taco Bell with this new line. Merchandise including accessories, apparel, and “gear” will launch in weekly drops as part of the chain’s first collection. Sweetpass members will get first access to the collection.
The chain launched its app in late 2021. Sweetgreen has almost 200 restaurants nationwide.
