December 17, 2020
Now, Chief Concept Officer Nic Jammet says that the business pivot that the company has taken since the virus took hold in the USA earlier this year has accelerated its decision to pilot test a new type of eatery—slated to open next winter in Highlands Ranch, Colorado next winter. At the test site, customers will be encouraged to order on-site using dedicated parking spaces with intercom boxes connected to the chain’s app; and to pick up their food from drive-thru lanes.
As Sweettgreen expands from urban settings into suburban America, it joins the flood of restaurant companies that have unveiled new designs inspired by the coronavirus pandemic. Fast-food chains like Yum Brands’ Taco Bell and Restaurant Brands International’s Burger King have focused their new designs on making delivery and digital orders even more convenient.
But the fast-casual segment, which includes Sweetgreen and Chipotle Mexican Grill, has been influenced by the success of drive-thru lanes. Drive-thru orders grew by 24% across the restaurant industry in October, according to the NPD Group.
Like Sweetgreen, Shake Shack will open its first ever drive-thru lane in 2021, says CNBC. And Chipotle, which has been building its “Chipotlanes” for several years, is planning to add even more drive-thru lanes as same-store sales at those restaurants outpace the rest of its footprint.
Already, says Jammet, “A lot of our customers [… already are adopting this] behavior of using the Sweetgreen app to order ahead and come in ahead to pick it up.”
Research contact: @CNBC