economy
January 10, 2026
How Sweetgreen Became Millennial Cringe
The salad chain is in free fall, along with a certain kind of optimism.
TL;DR
- Sweetgreen's stock price has declined significantly since its peak, costing less than $8 per share compared to over $43 in late 2024.
- The company implemented changes such as adding fries, dropping seed oils, and hiring robots to adapt to dining trends but continued to face losses.
- Sweetgreen's early success was attributed to its use of organic produce, interesting combinations, global ingredients, and sourcing from small farms, coupled with efficient online ordering.
- The chain capitalized on the intertwined concepts of productivity and health prevalent in the early 2010s, positioning itself as a 'power lunch' for aspirational professionals.
- Sweetgreen sold not just salads but a lifestyle brand, engaging in collaborations, merchandise, and music festivals, projecting a sense of elitism that appealed to a specific demographic.
- Increasing prices, with a kale Caesar salad now costing over $14.75 in some locations, have contributed to its reputation as an expensive option, alienating price-sensitive consumers.
- Many consumers prefer non-salad options, with top quick-service restaurants dominated by chains like McDonald's and Chick-fil-A.
- A shift in consumer sentiment, from optimism to a more nihilistic outlook, has reduced the appeal of striving for ideal health through expensive meals.
- Sales declined in the third quarter of last year, particularly in core markets like Los Angeles and the Northeast, suggesting customers are opting for alternatives.
- The company has faced operational losses, leading to layoffs and the resignation of co-founder Nathaniel Ru.
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