Sweetgreen occupies the higher echelon of the workplace lunch choices. It’s an aspirational order, the (shaky) promise that heat roasted portobellos or za’atar breadcrumbs supply extra diet, or simply extra sophistication, than a Panera sandwich. As Serena Dai wrote for Eater New York in 2019, Sweetgreen is the new energy lunch: “At this time, an workplace employee who brings a Sweetgreen bowl again to their desk is signaling not solely that they’re culturally related and maintain progressive values, but in addition that they’ve the wage to spend $15 on a superbly composed bowl of uncooked greens.”
However employees are more and more pushing again on having to go to places of work, in no small half as a result of that $15 price ticket hits completely different in no matter our economic system is to this point. So naturally, bowl eating places are increasing their choices in an try to make unhappy desk lunch an anytime meals. To that finish, in a press launch, Sweetgreen introduced a line of latest “protein plates,” aka heat meats over grains, as a part of a “long-term technique to attraction to extra prospects at dinner.”
Within the launch, co-founder Nicolas Jammet stated that “round 35% of our prospects order Sweetgreen for dinner,” and that extra prospects stated they might if there have been heftier choices. There are three new choices, all obtainable starting in the present day at Sweetgreens nationwide — miso glazed salmon, scorching honey hen, and southwest hen fajita, served over grains and greens, with acquainted Sweetgreens dressings. This all appears like fairly commonplace lunch-chain fare, like what you’d discover at Cava or Dig and even Chipotle, the bowl manufacturers increasing and contracting on one another like dying stars.
However being Sweetgreen, there’s additionally a component of cultural cachet to this growth. The launch get together in New York featured Calvin Eng of Brooklyn hotspot Bonnie’s, and paired the plates with pure wine from Vivanterre. Jammet is nicely linked within the New York restaurant scene (his mom, Rita Jammet, is a revered restaurateur), and beforehand, Sweetgreen has partnered with different “cool” cooks, together with Danny Bowein, Luciana Giangrandi, and Missy Robbins, to create bowls, in addition to with meals girlie manufacturers like Gohar World and Susan Alexandra. In an e mail to Eater, Jammet stated Eng is a daily Sweetgreen buyer, and that extra collaborations with cooks are within the works.
However as cool and progressive as Sweetgreen positions itself, the corporate has its issues. The dinner addition comes as 10 former Sweetgreen staff, all of whom determine as African American, are suing the corporate, alleging racial discrimination. Amongst different cases, a supervisor of the Gansevoort Road location in New York is alleged to have frequently used the N-word and known as Black staff “monkeys.” The plaintiffs additionally say they have been handed over for equal compensation alternatives.
A spokesperson from Sweetgreen advised Eater New York, “We take these accusations severely and don’t tolerate any type of harassment, discrimination, or unsafe working circumstances.” This isn’t the primary time Sweetgreen staff have spoken up towards the corporate; in 2020, a former worker sued Sweetgreen, alleging sexual harassment and gender discrimination, and staff sued the corporate a minimum of 3 times between 2014 and 2017, in line with Inc.
Sweetgreen transferring into the dinner house is yet one more instance of the eroding strains between quick informal and positive eating, indie and mainstream. Instagram recipe developer Nasim Lahbichi partnered with Cava. Carbone is a series. You will get Levain and Milk Bar cookies on the grocery retailer. Van Leeuwen made Hidden Valley Ranch ice cream. Intellectual goes lowbrow and lowbrow goes excessive, as a result of everyone seems to be making an attempt to seize each little bit of the market they will. It’s the perpetual progress mannequin enterprise capitalists proceed to vie for, making a world through which manufacturers have to be omnipresent simply to outlive. One cease to your three sq. bowls a day.
