Marketing Currents - Business and Marketing Current Events

Sweetgreen is asking customers to pay $10 a month for its new loyalty program


Sweetgreen has a Monday and Friday problem. 

The salad-and-grain-bowl chain was riding high pre-pandemic as increasing numbers of office workers relied on it for their daily desk salads. 

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Discussion Questions:

  1. Who is Sweetgreen? What type of company are they?
  2. What is brand loyalty?
  3. Why is brand loyalty important in the restaurant industry?
  4. Why might it be important to Sweetgreen?
  5. How do you think restaurant chains build brand loyalty?
  6. Do you think it is difficult for a restaurant chain to build loyalty? Why or why not?
  7. What is a loyalty program?
  8. Are you a member of any loyalty programs?
  9. If so, what business or brand?
  10. What are some of the features that the program offers?
  11. What do you think the business or brand hopes to accomplish with the loyalty program?
  12. Based on what you learned from this story, describe Sweetgreen’s loyalty program.
  13. Why would Sweetgreen ask customers to pay $10 a month to participate in its loyalty program?
  14. According to this story Sweetgreen has a “Monday and Friday problem.” What does that mean?
  15. How might its loyalty program help to alleviate that problem?
  16. What are profits?
  17. Based on information from this story, why isn’t Sweetgreen profitable?
  18. What is gamification?
  19. Why do you think gamification is such a popular marketing strategy?
  20. What has Sweetgreen done to “gamify” its loyalty program?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.