To enter a new market, Sweetgreen sends a team almost a year in advance to build a roster of local farmers and artisans. “When you’re trying to do something with local farmers, real food, fresh food, it’s a really different proposition. Developing items that are less costly to produce, which the company calls “menu engineering,” could also help Sweetgreen capture a different demographic. “How do we create a food that’s our Tesla Model 3?” he wondered. Customer frequency, he observed, is the key to its business, and will be the key to Sweetgreen, too.

Source: New York Times January 04, 2020 09:56 UTC