Introduction
Sweetgreen has unveiled an innovative Rewards and Challenges program, introducing a dynamic digital experience that gamifies customer loyalty through personalized challenges and rewards. This strategic initiative, launching June 27, represents a significant evolution from the chain’s successful Sweetpass subscription pilot, demonstrating Sweetgreen’s commitment to enhancing its digital ecosystem.
Gamifying Guest Journeys
The program introduces a four-week campaign of targeted challenges, offering varied incentives such as 50% off discounts, delivery credits, and bonus rewards for specific purchasing behaviors. “We are bringing a gamified experience into our app and into customers’ experience with Sweetgreen so we can set them up with a feeling of connection to us that is unique,” explains Daniel Shlossman, chief digital officer at Sweetgreen.
Architecting Digital Success
The initiative builds upon Sweetgreen’s impressive digital foundation, where 66% of total revenue already comes from digital sales. Of these transactions, 43% flow through the company’s native platforms, creating rich opportunities for data collection and personalization. The program specifically targets digitally-native Gen Z and millennial consumers who expect sophisticated digital experiences.
Crafting Personalized Connections
Implementation emphasizes customization and individual user experiences. “Rewards and challenges help us understand you as a customer and offer something that means more to you than someone else. It all comes back to that customization and personalization,” notes Shlossman. This approach follows the success of Sweetpass, which attracted 16,600 subscriptions in just three weeks with a 90% intent to repurchase rate.
Steering Future Innovation
This strategic launch represents more than just a rewards program—it’s part of Sweetgreen’s broader vision for digital engagement. The company plans to eventually integrate Rewards and Challenges with Sweetpass and other digital initiatives, while maintaining a test-and-learn approach to program evolution. “We want to stick to our plan of releasing and testing and understanding,” Shlossman emphasizes.
The launch of Rewards and Challenges demonstrates Sweetgreen’s commitment to innovation in digital customer engagement, setting new standards for how restaurant chains can build meaningful relationships with tech-savvy consumers while driving sustainable growth through digital channels.
