How This Tech Company Keeps You Coming Back for Its Salads

Inside the purpose-driven branding of Sweetgreen

You may know Sweetgreen as a go-to lunch spot. But Sweetgreen sees itself as a tech company. The cashless chain of salad spots—there are 75 so far—will soon be using the blockchain as part of its recipe for success. But beyond the tech, Sweetgreen is a values-driven brand. It’s part of a trend both legacy and newer direct-to-consumer companies are embracing for an increasingly values-focused consumer. In this Adweek Original, we take a look at how Sweetgreen’s values and design, as well as its salads, keep customers coming back.