sweetgreen

Sweetgreen is where health food meets cult following: vibrant, craveable salads, a digital experience that's second to none, and a deep commitment to transparency and ingredient integrity. But even a brand at the top of its game can't stand still. As competition in health-focused fast casual intensified, Sweetgreen needed to drive incremental sales, increase guest frequency and expand its use cases, all without losing the values that made it a leader.

As a Senior Strategist at The Culinary Edge, I was part of the team that immersed itself in the Sweetgreen world: working in-store shifts, studying guest behaviour, benchmarking competitors and touring LA's food trends. It was clear the brand couldn't follow the typical upsell playbook of chips and cookies. The real opportunity was doubling down on lunch and tapping underdeveloped occasions like snacking, group dining and catering. We identified twelve opportunity spaces across menu, digital and guest experience, developed thirteen new recipes built to fit seamlessly into operations, and I crafted the promotional direction and copywriting to make each concept feel fresh, functional and unmistakably Sweetgreen.

The result? New offerings like beet hummus, roasted squash fries, and digital features like #sghacks became fan favourites, amplifying Sweetgreen’s brand story and paving the way for its next chapter.