McDonald’s tried to sell salads, but it didn’t work out – and this year they were permanently dropped.
Now Sweetgreen — as famous for its salads as McDonald’s is for burgers and fries — is trying something just as crazy.
It will serve fries — initially at select locations in Los Angeles before rolling out nationwide next year — as part of a broader effort to attract new customers.
The so-called ripple fries, which are air-fried in avocado oil, offer a lighter, “permissible indulgence” for those looking for fast-food favorites with a healthier twist, bosses say.
“We want to disrupt fast food,” CEO and co-founder Jonathan Neman said in a call with analysts.
Sweetgreen’s ripple fries, which are air-fried in avocado oil, offer a lighter, “permissible indulgence,” according to the company
Sweetgreen is best known for its salads. The fast-casual dining chain was founded in 2007 by three Georgetown University classmates and has expanded from its Washington roots
“We want to give you the things that you want, that you’re used to eating – things like fries – and do it in a Sweetgreen way, in a way that we consider a permissible indulgence,” he added.
The seed oil-free fries, served with pickle ketchup and garlic aioli, reflect a shift in consumer demand away from traditional seed oils for both health and sustainability reasons.
Sweetgreen is expected to roll out Ripple Fries at its 236 U.S. locations next year, along with new additions such as wraps and desserts — elements the chain originally offered when it first launched in Washington in 2007.
Additionally, Sweetgreen plans to launch a new loyalty program next year, which will increase customer engagement and drive additional traffic.
Over the past year, Sweetgreen has diversified its offerings, including launching protein platters and adding caramelized garlic steak and maple-glazed Brussels sprouts as seasonal options.
These changes are paying off. For the latest quarter, Sweetgreen’s same-store sales rose 6 percent, and sales rose 13 percent to $173.4 million.
The rollout of fries came as a surprise to Sweetgreen’s customers, but they weren’t opposed to it.
“I didn’t expect that,” said one, but added: “If they’re healthier than regular fries then that means I’ll treat myself every now and then or if I’m hungover and not feeling too bad .’
Salad restaurants like Sweetgreen, Dig and Cava have exploded in popularity in the US, but one of them is struggling.
A salad bowl at Tender Greens, which – unlike Sweetgreen – is having a hard time
The owner of Tender Greens filed for bankruptcy in July.
Customer numbers never recovered after falling significantly during the pandemic, One Table Restaurant Brands bosses say. Sister brand Tocaya Modern Mexican is also affected.
The company operates 24 Tender Greens and 15 Tocaya units in California and Arizona. It relied primarily on customers in downtown Los Angeles.