Sweetgreen is testing a subscription service

From Jan. 3 through Jan. 16, customers will be able to purchase a Sweetpass for $10, which will give them $3 off their order every day (and valid for 30 days once purchased). The Sweetpass will be available for purchase online. Credits do not roll over; all $3 credits earned expire on a set date—30 days after buying the Sweetpass.

The subscription is available solely via the Sweetgreen app and works at all locations, but not via third-party delivery services such as Uber Eats, DoorDash, Grubhub, and Postmates.

“We are piloting this loyalty program to better understand the appetite for subscription, jump-start health-conscious behavior at a time when customers are excited to eat healthy and start the year strong with new habits, and iterate what loyalty at Sweetgreen could look like,” says Daniel Shlossman, senior vice president of digital and growth at Sweetgreen.

Shlossman says this is part of Sweetgreen’s ongoing strategy to change from the prior spending-based, one-size-fits-all loyalty program into something that is more customized to each individual. The company may eventually incorporate elements—such as more personalized offers and digital challenges—to bolster the program.

“Based on our healthy menu, customer consumption habits, and the strong digital connection to our brand, we can do something really meaningful for our customers that feels built for them,” he says.

Sweetgreen currently has more than 150 locations nationwide, including a new concept location at the World Trade Center in New York City, designed with the post-pandemic lunch rush in mind. Like many other fast food and fast casual chains with many of its outposts situated near corporate offices, Sweetgreen has taken some hits over the past two years, including revenue drops, corporate restructuring, and layoffs.