Dive Brief:
- Sweetgreen has added its first dessert, the Crispy Rice Treat, to its menu, the company said Monday.
- The dessert, which costs $2.95, is made with gluten-free grains — organic brown rice, quinoa and puffed millet — butter and roasted sunflower seeds, and is sweetened with honey date caramel.
- Entering the dessert category is part of Sweetgreen’s strategy to expand dayparts and occasions to grow its core customer base, CEO Jonathan Neman said during the company’s August earnings call.
Dive Insight:
Sweetgreen expects there to be plenty of white space for this category, stating that 45% of diners order dessert while eating at restaurants. The company, which developed the Crispy Rice Treat with the help of its first chef-in-residence Malcolm Livingston II, began testing dessert items in its test kitchen two years ago.
In addition to the after-dinner treat, Sweetgreen will be trying out additional foods during the fall including, heartier dinner items and kids meals in select markets, Neman said.
Menu innovation is key to the salad chain’s strategy for expanding customer reach, but it’s also piloting various rewards initiatives as it figures out the best way to build a loyalty program, which is expected to launch next year, according to the earnings call. In June, it tested Rewards and Challenges, a digital experience in its app and website to reward customers for meeting certain challenges. Earlier in the year, it debuted Sweetpass for a month to offer customers a $10 subscription to receive a $3 discount for meals purchased in January.
As part of its dessert launch, the company will host a “Free Dessert Friday” this week to offer customers a free Crispy Rice Treat with a minimum purchase of $9.95. The chain will also run a promotion from Nov. 28 to Dec. 4 for digital customers to purchase a Crispy Rice Treat for $1 with an order of at least $9.95.
