Sweetgreen— Success In 4 Key Areas Propel Emerging Brand To The Top

Sweetgreen— Success In 4 Key Areas Propel Emerging Brand To The Top

We talk a lot about guest experiences, core values, sustainability, collaboration, and community within the restaurant industry. One brand that has been excelling at all of the above is Sweetgreen. This emerging brand has over 75 locations operating across much of the United States, employing over 3,500 employees.

Operating since 2007, Sweetgreen has become well known for its simple, seasonal, and healthy food options, by aiming to offer an organic, locally sourced, and inexpensive alternative to the typical QSR. It operates with a transparent food supply network, the company cooks from scratch, and it has built a community of its own; of individuals who have a passion for ‘real food.’

Its systems have had a powerful impact on the health of individuals, communities, and most importantly to them, the environment. The company has positioned itself for further growth and opportunities, by striving for perfection in the following key areas:

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Why Storytelling for Brands Is Becoming More Important Than Ever

Why Storytelling for Brands Is Becoming More Important Than Ever

By Jessica Bryant, Managing Editor

Months ago, Whole Foods came out with its first national advertising campaign. It comes in the form of a video, and tells the message of the brand’s values: ethical, high-quality food production and sourcing, and fair labor practices. Why did Whole Foods, a household name, decide on a national ad spend now? Because of competition. Despite its success (and perhaps, in part, because of it), the better-for-you market segment is becoming mainstream. Everyone wants a piece of the natural, organic market because of its strong consumer demand.

Whole Foods is a perfect example of a brand creating differentiation in the market beyond product. At the end of the day, competitors can take pages out of business plans and, in this case, put good-for-you products on their shelves. But there’s one thing that is individual to each brand that cannot be replicated: a brand story.

Brand stories evoke passion and purpose. They portray messages of a brand’s motivation, values, history and what a company stands for. Brand stories open the door of transparency from company to consumer, inviting them in. And probably most importantly, brand stories have the ability to connect individuals to something greater than themselves, giving them a chance to find self-value within the company’s values. If you haven’t already connected the dots, these attributes together build loyalty and increase top-of-mind awareness for consumers.

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Brands Must Shift From 'Selling' to 'Telling'

Brands Must Shift From 'Selling' to 'Telling'

By Paul Barron, CEO/Founder of DigitalCoCo, Foodable WebTV & the Restaurant Social Media Index

Most brands have a great story that epitomizes their product, service or just the aura of the brand itself. From the smallest to the largest brand, the story is one of the first brand elements that can scale. It’s the one thing that levels the playing field across segments, consumer culture and brand innovation. 

Today’s brand stories have faltered though. With the onslaught of social media and the rush to what seemed to be FREE marketing, brands are forgetting that one invaluable piece, which is to tell the story. Recognizable storytellers are brands like Chipotle and Red Bull, but there are so many others that are breaking the rules now in how storytelling is becoming an art.

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