Technology
Sweetgreen revving up sales via drive-in concept
Calling it an "updated, healthy version of the traditional drive-thru," Sweetgreen said the drive-in will feature tech-enabled ordering as well as an innovative design to deliver on its mission of "connecting people to real food to life."
December 17, 2020 by Cherryh Cansler — Editor, FastCasual.com
Sweetgreen, known for its high-quality cuisine as well as its innovative use of technology, is launching a drive-in concept next year. Calling it an "updated, healthy version of the traditional drive-thru," the chain said via email that it will feature tech-enabled ordering as well as an innovative design to deliver on its mission of "connecting people to real food to life."
Slated to open in winter 2021 in Highlands Ranch, Colorado, the drive-in doubles down on the strength of the sweetgreen app and features convenient ordering methods like a drive-in option with a dedicated concierge for in-car ordering and a pull-thru lane for optimized digital pick up. For those looking to stay, dedicated in-car dining is available along with an outdoor patio with moveable furniture and lounge seating.
"It's all about meeting customers where they are and creating an integrated experience designed for an on-demand world — and of course, the food has to be delicious and nutritious in order for the tech to matter," the company told FastCasual. "Our guests have already built a relationship with our app and are familiar with using it to order for pick up. This format builds upon that behavior by further removing friction and allowing guests to access sweetgreen without even having to leave their vehicle."
The concept will include:
- Multi-channel ordering.
- Order sequencing (additional support for drive-in).
- Enhanced location management for store operations.
- Two-way communication for operators.
The design also features rooftop solar panels, a nod to the chain's passion for sustainability.
"We designed this model with both functionality and sustainability at the forefront, and because the majority of the experience can occur without guests even stepping inside, we wanted to bring the story of transparency to the outside," the company said. "Solar panels were one way to do that."
Sweetgreen wanted to bring elements of freshness and greenery to the exterior as well with ivy-lined walls and a dynamic roof design at the car kiosk with weather protection and solar panels. The team is also adding tactical wayfinding as well as a large outdoor patio with moveable furniture for those looking to stay and dine.
Another unique quality to the Highlands Ranch location is a focus on windows that reveal as much of the kitchen and prep space as possible so guests can see the process from their cars.
"When we enter a new market or open a new restaurant, we make sure the store design is a reflection of the community it's a part of. Whether that means working with local architects, designers and artists, or selecting a different store format that works best for the community, we want to ensure we're showing up in a thoughtful way," according to the company.
More than 50% of Sweetgreen's orders pre-COVID came through its mobile app, but that number is even higher thanks to the pandemic.
"As we look at shifting consumer behavior, we are continuing to innovate the physical Sweetgreen experience in addition to our digital experience. We've been testing an array of physical formats for a while now, and we're excited to bring to life our version of the traditional drive-in," the company said.
About Cherryh Cansler
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