Case: Sweet green With 91 restaurants in eight states and a network of 150 farmers across the country, Sweetgreen has cr
Posted: Sun May 08, 2022 8:50 am
Case: Sweet green
With 91 restaurants in eight states and a network of 150 farmers
across the country, Sweetgreen has created a fast-casual,
farm-to-table empire that’s poised to expand by (at least) another
15 outposts this year. Here’s how the company has embraced
innovation to extend its ethos:
CULT PRODUCTS
Sweetgreen has a history of collaborating with prominent chefs
(David Chang, Nancy Silverton) on special dishes. Last November, it
teamed with chef Dan Barber’s Row 7 Seed Company to
launch a salad featuring Robin’s Koginut, a varietal of squash
bred by Barber’s team. Sweetgreen worked with its farmers to seed
the crop, then debuted the Koginut bowl with the hype of a sneaker
drop and its own Times Square billboard. When it comes to
marketing, “we look outside the food world,” says cofounder and
chief concept officer Nicolas Jammet.
SMARTER DELIVERY
With more than half of its orders coming through its app (which
more than a million people have downloaded), the company is finding
ways to get food to customers more efficiently. Its new Outpost
program offers free delivery to employees of participating
companies: Meals ordered in the morning are dropped off at set
times to office buildings each afternoon. With 75 offices signed up
and 150 more in the pipeline, “Outpost could be as big or bigger
than our restaurants one day,” says cofounder and chief brand
officer Nathaniel Ru. The company is now working to integrate
delivery services into its app.
A SECURE SUPPLY CHAIN
In 2017, the company began a pilot with block chain startup
Ripe.io to install sensors in one of Sweetgreen’s Boston-area farms
to learn the best times for harvesting–and eating–local cherry
tomatoes. Sweetgreen expanded the partnership last year to examine
how different variables affect the taste profiles of other
ingredients. The move lays the foundation for Sweetgreen to use
blockchain to track all of the company’s ingredients from farm to
restaurant; this could be deployed to prevent outbreaks of
foodborne illness as the company expands.
LESS WASTE
Sweetgreen ditched its rounded takeout bowl last summer for a
compostable hexagonal one. The wider, shallower receptacles allow
customers to toss their salads themselves, which enabled
restaurants to eliminate metal mixing bowls from their production
lines. This keeps customers moving through the stores more quickly
and saves water (less dishwashing) and lost produce. Sweetgreen
estimates that this adjustment saved more than half a million
pounds of food waste last year alone.
Source: Farley (2019)
Apply the Business canvas Model for Sweet
green and explain in detail about 9 components
of the Business canvas model
Highlight the change of the model after testing on the market.
This is an assumption based on your thinking.
With 91 restaurants in eight states and a network of 150 farmers
across the country, Sweetgreen has created a fast-casual,
farm-to-table empire that’s poised to expand by (at least) another
15 outposts this year. Here’s how the company has embraced
innovation to extend its ethos:
CULT PRODUCTS
Sweetgreen has a history of collaborating with prominent chefs
(David Chang, Nancy Silverton) on special dishes. Last November, it
teamed with chef Dan Barber’s Row 7 Seed Company to
launch a salad featuring Robin’s Koginut, a varietal of squash
bred by Barber’s team. Sweetgreen worked with its farmers to seed
the crop, then debuted the Koginut bowl with the hype of a sneaker
drop and its own Times Square billboard. When it comes to
marketing, “we look outside the food world,” says cofounder and
chief concept officer Nicolas Jammet.
SMARTER DELIVERY
With more than half of its orders coming through its app (which
more than a million people have downloaded), the company is finding
ways to get food to customers more efficiently. Its new Outpost
program offers free delivery to employees of participating
companies: Meals ordered in the morning are dropped off at set
times to office buildings each afternoon. With 75 offices signed up
and 150 more in the pipeline, “Outpost could be as big or bigger
than our restaurants one day,” says cofounder and chief brand
officer Nathaniel Ru. The company is now working to integrate
delivery services into its app.
A SECURE SUPPLY CHAIN
In 2017, the company began a pilot with block chain startup
Ripe.io to install sensors in one of Sweetgreen’s Boston-area farms
to learn the best times for harvesting–and eating–local cherry
tomatoes. Sweetgreen expanded the partnership last year to examine
how different variables affect the taste profiles of other
ingredients. The move lays the foundation for Sweetgreen to use
blockchain to track all of the company’s ingredients from farm to
restaurant; this could be deployed to prevent outbreaks of
foodborne illness as the company expands.
LESS WASTE
Sweetgreen ditched its rounded takeout bowl last summer for a
compostable hexagonal one. The wider, shallower receptacles allow
customers to toss their salads themselves, which enabled
restaurants to eliminate metal mixing bowls from their production
lines. This keeps customers moving through the stores more quickly
and saves water (less dishwashing) and lost produce. Sweetgreen
estimates that this adjustment saved more than half a million
pounds of food waste last year alone.
Source: Farley (2019)
Apply the Business canvas Model for Sweet
green and explain in detail about 9 components
of the Business canvas model
Highlight the change of the model after testing on the market.
This is an assumption based on your thinking.