In an effort to continue its mission of connecting consumers to real food, Sweetgreen has launched the debut of its new Plates menu—the brand's first new menu category in four years.
Sweetgreen's Plates menu is a selection of nine new plant-forward meal options. Though the chain is known for its healthy bowls, the new Plates are more like traditional platter meals. For instance, each Plates meal starts with a healthy protein such as chicken thighs or tofu steaks, which is then paired with whole grains, and plenty of vegetables for a complete and satisfying meal.
While the Plates menu was originally slatted for 2021, Sweetgreen spread up development in light of COVID-19. As Sweetgreen's Co-Founder and Chief Concept Officer Nicolas Jammet explains, "With Plates, our goal is to help create meaningful connections and good-for-you dining experiences during times where it may seem hard to do so."
Craveable Plant-Forward Platters
Sweetgreen's Plates Menu is Its 1st New Menu Category in 4 Years
Trend Themes
1. Plant-forward Meal Options - Disruptive innovation opportunity: Develop innovative plant-based meal options to cater to the growing demand for healthy and sustainable food choices.
2. Traditional Platter Meals - Disruptive innovation opportunity: Explore the concept of reviving traditional platter meals with a healthy and modern twist, appealing to consumers looking for satisfying and well-balanced meals.
3. Meaningful Dining Experiences - Disruptive innovation opportunity: Create immersive and meaningful dining experiences that connect consumers to real food and promote wellness, especially during challenging times.
Industry Implications
1. Fast Casual Restaurants - Disruptive innovation opportunity: Fast casual restaurants can incorporate more plant-forward meal options to attract health-conscious consumers and differentiate themselves in the market.
2. Meal Kit Delivery Services - Disruptive innovation opportunity: Meal kit delivery services can introduce platter-style meal options that provide convenience and variety, giving customers the experience of a restaurant-like meal at home.
3. Tech-enabled Dining - Disruptive innovation opportunity: Innovate technology solutions that enhance the dining experience, such as interactive menus, nutritional information, and personalized recommendations for plant-forward and platter-style meals.