Deerfield helping health-conscious restaurant brand sweetgreen expand to suburbs
More than five years after establishing a presence in Chicago, the nationally expanding restaurant brand sweetgreen chose Deerfield to be one of its pioneer locations for suburban growth.
sweetgreen opened its doors at 775 Waukegan Road in Deerfield in January, and it's been building momentum for a broader suburban presence ever since.
The chain has defined itself through the use of fresh ingredients in its salads and “warm bowls,” its support of small and mid-size farmers, a commitment to sustainability, and volunteering with local nonprofits.
The Los Angeles-based chain now has more than 140 locations nationwide, including another suburban eatery in Oak Brook and a third planned in Schaumburg.
A sweetgreen spokesperson recently answered questions from the Daily Herald about the brand, its trademark ordering app, and the particular role Deerfield is playing in its expansion in the Chicago suburbs.
Daily Herald: How did Deerfield come to be one of the earliest suburban locations in the Chicago area? Did you learn anything about the community through a marketing study that determined it would be a good fit? Was it intended to be a place that could test the whole regional market?
sweetgreen: sweetgreen has been in downtown Chicago for over five years, and their customers have been asking to not only meet them where they work, but also where they live. With Deerfield's exciting, bustling community and the opportunity to continue to meet their customers where they are, this location was sweetgreen's obvious next choice in the suburbs of Chicago.
Daily Herald: What has been learned from the Deerfield location about the Chicago suburban market? Did it play a role in the imminent expansion to Schaumburg or any other locations?
sweetgreen: sweetgreen is always innovating to provide more convenience for their customers and they are excited to continue their national expansion, which includes their first-ever 'sweetlane' concept in Schaumburg, a drive-thru lane to increase convenience for digital customers, all while bringing the brand's mission of connecting people to real food to life.
Daily Herald: In an area where so many restaurant brands seem to define themselves by their chicken sandwiches, was the Chicago area considered at all a risk for sweetgreen? Can you tell me more about the distinctiveness of the brand, the customers you're attracting, and where you're finding them?
sweetgreen: sweetgreen has seen a huge surge in health-conscious behavior from their customers over years and believes food is at the center of everyone's daily routines and habits. sweetgreen is happy to be providing healthy, convenient meals to their customers all across the country who are looking to fuel themselves with nutritious, delicious food.
Daily Herald: I gather that the ordering app is one of sweetgreen's trademarks, with the forthcoming Schaumburg location to be the first to offer a pickup window. How important is the app to the clientele you're marketing to and finding?
sweetgreen: sweetgreen is already a digital leader with almost 50% of total revenue in 2021 coming through orders placed on their mobile app or website. Increasing convenience for their digital customers has been a top priority, which is why the announcement of their first sweetlane concept in Schaumburg comes at an exciting time. Digital customers are sweetgreen's most habitual users and they believe this new format will provide them with more options to connect people to real food.
Daily Herald: What else would you like people to know about the company and its current expansion?
sweetgreen: sweetgreen's expansion in the Midwest is largely due to its historic location and the opportunity to serve customers who are looking for more healthy fast casual options. The mission-driven restaurant is excited to bring healthy, fresh food to residents and the many visitors in the area year-round.