Inflation has made it more difficult for fast-casual salad chains to convince consumers to come in for $15 salads when $5 and $6 meal deals and other specials stress value. So, Sweetgreen has decided to take a bold step: introducing French fries to its menu.
Can a healthier-for-you restaurant chain reconcile the seeming contradiction?
Salad chains appear to be at a crossroads, and experts told The Food Institute they’re looking at menu diversification as a solution.
“The addition of items like French fries and desserts isn’t a departure from health-focused branding but rather an adaptation to appeal to a broader base and drive frequency,” said Kevin Murphy, a professor in the hospitality department at the University of Central Florida.
“Salad chains seem to recognize that, while the core of their customer base will always want healthier options, a bit of indulgence … makes the dining experience feel less niche.”
Kelly Roddy, CEO of WOWorks, a platform for six healthy fast-casual restaurant franchises, said the key is adaptability.
“This means offering a variety of price points, innovative menu items, and customizable options that allow customers to feel they’re getting value without compromising on health. Salad chains that embrace this dual focus can attract a broader customer base and maintain loyalty,” Roddy said.
The key, Roddy added, will be to innovate without losing the essence of what makes these chains appealing – freshness, nutrition, and sustainability.
“The versatility of salads allows for endless menu innovation. As these chains adapt and evolve, they can capture market share from traditional fast food by emphasizing quality and health,” Roddy said.
Restaurant Business reported Sweetgreen’s take is a healthier version of the fast-food classic and plans to roll it out to all 236 locations next year. Instead of deep frying their fries, Sweetgreen is air frying its Ripple Fries in avocado oil. A serving is 240 calories compared to 378 calories for a medium serving of McDonald’s fries.
“We want to disrupt fast food,” Sweetgreen CEO Jonathan Neman told analysts.
“We want to give you those things you want– things like fries – and do it … in a way that we think about as permissible indulgence.”
Sweetgreen earlier added a caramelized garlic steak. Wraps and frozen soft-serve also are on the menu.
Ben Miller, CMO at CRISP & GREEN, told FI said the chain, which lists 49 locations on its website, is trying to keep its focus on quality and innovation.
“Health and wellness is not just a fad or trend: It’s a lifestyle that’s here to stay. You’re seeing new salad-centric restaurants enter the space from all over the world. The technology and flavor profiles that are being explored in the space is also a strong indicator that consumer demand is only growing,” Miller said.
Miller noted there’s no single definition for “better for you.”
“By expanding our menu to include more diverse offerings, we’re enhancing the experience, allowing people to create balanced meals that suit both their cravings and their lifestyle,” Miller said.
Cava Group, whose stock has more than tripled this year, recently lifted its sales forecast, citing demand for its pita wraps and salad bowls, Reuters reported. Other major salad chains include Grabbagreen, Chopt and Just Salad.
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