Sweetgreen’s focus on Gen Z is paying off. Remember the headlines saying Gen Z was rejecting slop bowls? Sweetgreen found a solution: wraps! After several quarters of declines, the chain has been focused on “modernizing the brand for the next generation.” They introduced a new customizable wrap line and, in the brand’s first major social campaign, partnered with hundreds of creators to promote them—by testing and providing their honest opinions on the new product. Now, wraps account for one of every five Sweetgreen orders and the brand also reports that order growth for Gen Z is outpacing older generations. They’ve got more in store to tempt next-gen customers: a house-made drink program (because Gen Z loves to sip their little treats) and, of course, protein. (Restaurant Dive)
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