Salad Chain Sweetgreen Lands in Twin Cities with Three Upcoming Locations | Eater Twin Cities

"Known for its cult following among coastal salad eaters, I see Sweetgreen Inc. as a chain that popularized sleek, verdant marketing—where each salad bowl is styled like a portable Garden of Eden—and built loyalty with a (now-retired) rewards program that appealed to fast-moving urban professionals; The New Yorker’s Jia Tolentino described it as “a marvel of optimization.” In October 2021 the company filed for an IPO and began trading on the New York Stock Exchange, signaling its identity as an ambitious tech-facing company, but that filing also revealed millions in losses and raised questions about profitability. In its first quarterly report since the IPO, CNBC reported widening losses alongside strong sales growth, and the company does not expect to be profitable this year, which is uncommon for publicly traded restaurants. Sweetgreen is now moving into the Twin Cities market, which is already saturated with salad chains (Crisp and Green has 10 locations with nine more coming, and Green and the Grain runs six locations plus a food truck), and plans to open its first Twin Cities location in Edina this summer, with additional spots planned for the North Loop and Grand Avenue." - Justine Jones