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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Washington Report: Immigrants Make Up 23 Percent of Restaurant Workforce

Note: If you would like to learn more about the Sanctuary Restaurant movement, you can do so in the organization's website.


Twenty-three percent of 14 million restaurant workers are immigrants and so this industry depends on them. At this time, it feels more important than ever to stand with diverse communities and pledge to protect their liberties, dignities, and freedom[s],” says Della Heiman, who put up a sign at her Wynwood restaurant, Della Test Kitchen, that reads: "Sanctuary Restaurant: A place at the table for everyone."

“...We wanted to be a part of this legally compliant movement to support the safety and diversity of our employees. Some of the core values of Della Test Kitchen and The Wynwood Yard are community and diversity. The Wynwood Yard is a hub where we feel that many of Miami’s different communities overlap and come together,” explained Heiman.

Della Test Kitchen is the only restaurant in Miami-Dade County to publicly join the Sanctuary Restaurant movement. This happened after the county’s mayor, Carlos Giménez, was the first in the nation to demand its local officials to comply with President Donald Trump’s executive order to enhance public safety by hiring “10,000 additional immigration officers” to enforce federal immigration laws and target “sanctuary cities” by withholding funding.

To support this executive order, Trump has gone as far as creating a program he first announced on Feb. 28, in his first speech to Congress, called VOICE — Victims of Immigration Crime Engagement — to provide “service to victims of crimes committed by removable aliens and the family members of such victims,” while the program’s office provides “quarterly reports studying the effects of the victimization by criminal aliens present in the United States.”

What is a Sanctuary City?

A Sanctuary City is a jurisdiction where local officials decline detainer requests of undocumented immigrants by the federal government.

While Giménez’s motives were economically founded to protect the county’s funding, other local leaders, like New York City Mayor Bill de Blasio, Chicago Mayor Rahm Emanuel, San Francisco Mayor Ed Le,  and Seattle Mayor Ed Murray, have taken a moral stance to protect their dense immigrant communities. The 10 largest sanctuary cities combined would be giving up $2.27 billion dollars in federal funding, according to a Reuters analysis, if they do not comply with Trump’s plans.

List of 10 Largest Sanctuary Cities

  1. New York City | $701.6 million funds at risk

  2. Chicago / Cook County | $526.4 million funds at risk

  3. Los Angeles / L.A. County | $466.2 million funds at risk

  4. Philadelphia | $199.5 million funds at risk

  5. Detroit / Wayne County | $104.7 million funds at risk

  6. Seattle / King County | $72.7 million funds at risk

  7. San Francisco | $70.9 million funds at risk

  8. Boston / Suffolk County | $65.5 million funds at risk

  9. Denver | $39.1 million funds at risk

  10. Washington D.C. | $20.4 million funds at risk

(Source: Reuters analysis of federal data)

Also, in response to Trump’s orders, the “Day Without Immigrants” protest took place Feb. 16, when restaurants sympathizing with the immigrant labor force decided to close shop to prove the importance of this minority group to the restaurant industry.

sweetgreen— a popular fast-casual brand, which ranks as high as No. 11 in Foodable's Top 100 Most Loved Brands report— joined the protest by closing all 18 D.C. locations and stated: “Without the hard work and grit of our team, our stores do not run, and that means we can’t make good on our promise to you, our guest. Our team members are the face of the brand, from the front lines to our kitchen — they’re the backbone of this company and what makes sweetgreen special. And that’s exactly why we stand with them, today and every day...”

The same day of the “Day Without Immigrants” protest, President Trump announced his new Secretary of Labor pick, R. Alexander Acosta, after his first choice, Andrew Puzder, withdrew his nomination amid controversy.

Acosta is currently the Dean of Florida International University’s law school and was formerly the assistant attorney general under the Bush administration. If confirmed, he would be the first Hispanic in Trump’s cabinet.

Last Update - March 3: At publishing time, two more restaurants have registered as sanctuary restaurants in Miami-Dade County. These restaurants are Choices Cafe and Lulu's Nitrogen Ice Cream.

Creating a Lifestyle Brand for the New Age Consumer

When Georgetown friends Jon, Nic and Nate came up with the Sweetgreen concept, they did so in the hopes of creating a place they would want to eat at every day. Focusing on consumer trends like healthy, honest food Sweetgreen has become more than just a fast casual brand; it's a lifestyle. Transparency, branding and the adoption of new technology have added to their success, and the brand's music festival Sweetlife has taken off as an additional way to create relationships with their consumers. Watch the full episode as Paul sits down with Nic to discuss all things Sweetgreen.

Top 5 Organic Food Spots

Photo Credit: Haute Living

Photo Credit: Haute Living

It's clear that the farm-to-table movement isn't slowing down, and while some restaurants desperately try to jump on the bandwagon, there are some that have already perfected the art of being green. These establishments use locally-sourced, organic food to create culinary masterpieces that are not only good, but also good for you. We love lists, especially this one housed on Haute Living, compiling some of the best organic food spots.   

At the top of the list is Sweetgreen: a fast casual that offers organic salads, wraps, juices and even yogurt. Who else made the list?  Read More