Campaign Imminent: Sweetgreen launches new product, tests others (Score 72)

Sales Lead: Sweetgreen recently launched a chipotle chicken burrito bowl, poking fun at competitor Chipotle.

• The burrito bowl is the first to launch without any lettuce.
• Sweetgreen will continue launching "heartier, more craveable" dishes.
• The company also offers different proteins in different markets; for example, its Atlanta-area restaurants offer a blackened catfish bowl, while many of its Minnesotan ones have a miso steelhead plate.
• Sweetreen is currently testing salmon and a turkey meatball and may test steak in the future.
• It's truly pretty fair that Sweetgreen would poke fun at Chipotle since the latter is testing a new concept, Farmesa, which veers into Sweegreen territory.
• The company will likely:
  • ​​​​​​​Launch promotional material supporting the new product
  • Also launch promotional material for its new loyalty program
  • Keep increasing spend
• Target demographic: 
  • Better-for-you (BFY) Gen-Z and millennials

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Sweetgreen has spent roughly $1.2m on digital ads, almost double the roughly $697.7k spent within the same 2022 timeframe.
  • YTD data: The restaurant chain has earned around 170.3m digital impressions YTD via Facebook (46%), Instagram (45%), YouTube (5%), and desktop display (4%) ads.
  • Last year: Sweetgreen's approximate full-year 2022 spend of $3.4m reached 6% more than $3.2m in 2021.
• Additional channel insights  
  • The company invests in Google Ads, TikTok, and online video (primarily Youtube.com and Youtube IOS).

Additional agency insights:

• Opportunity: Sweetgreen doesn't currently seem to have any agency partners, so get in touch to see if that might change.
  • We haven't yet heard of any roster shifts since the company promoted CDO Daniel Schlossman to CMO in August 2022.
• Current agency roster:
  • ​​​​​​​No current agency relationships confirmed

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.