Sweetgreen Reveals Plans for Redesigned Loyalty Program
Sweetgreen plans to revamp its loyalty program, aiming for a launch in early to mid-2025, as announced by CEO Jonathan Neman during the company’s recent earnings call, which reported a 6% same-store sales growth in Q3. The upcoming program is expected to adopt a points-based system that offers customers more frequent rewards, according to Sharon Zackfia, a William Blair analyst. Sweetgreen’s current loyalty program, Sweetpass, introduced in 2023, included free and paid subscription tiers offering benefits like daily discounts for a monthly or annual fee. However, the program’s tiered structure proved too complicated for customers, resulting in lackluster performance despite positive initial testing.
Zackfia said, “The new loyalty program is not expected to result in a large same-store sales lift in its first year, but is expected to bolster sales over time as it provides a pathway for incentivizing frequency.”
Other restaurant chains, including Domino’s, Red Robin, and Krispy Kreme, have successfully reworked their loyalty programs to deliver quicker rewards, driving increased membership and visits. Sweetgreen’s management is also exploring targeted marketing strategies, akin to Chipotle’s successful “Guac Mode” promotions, with Sweetgreen potentially leveraging new menu items like ripple fries to enhance customer engagement. The ripple fries are currently in their testing stage. To complement its loyalty program, Sweetgreen is expanding its menu offerings to attract more visits. Recently introduced menu items include caramelized garlic steak, and seasonal menu items like the fall harvest lineup, which have bolstered dinner and weekend sales.
Unlock Sweetgreen’s full third-quarter financial results here: https://investor.sweetgreen.com/press/news-details/2024/Sweetgreen-Inc.-Announces-Third-Quarter-2024-Financial-Results/default.aspx
Grubhub Expands Marketplace to Include Office Supplies via Office Depot Partnership
Grubhub has partnered with Office Depot to bring office supplies to its marketplace, marking a first for the food delivery platform. With more than 800 Office Depot locations now participating in 42 states, users can access more than 6,000 items, including laptops, paper products, printers, and tech accessories, for on-demand delivery. The collaboration underscores Office Depot’s omnichannel approach, emphasizing convenience for small businesses, home offices, and educators.
Grubhub VP of New Verticals Craig Whitmer said, “Whether they’re a student preparing for finals, an office administrator who needs to restock supplies, or a working professional setting up their home office, we’re excited about all of the ways our customers can benefit from having access to office supplies on Grubhub. Adding office supplies to our marketplace reflects our commitment to being a platform where customers can get more of what they need.”
The partnership offers added convenience for Grubhub Corporate Accounts, particularly for office administrators tasked with managing supplies. A survey revealed that more than 80% of administrators often run out of essential supplies and would prefer same-day delivery, a service now available through Grubhub. Office Depot’s inclusion in the Grubhub+ loyalty program also benefits users by offering unlimited free deliveries on eligible orders.
Learn more about the partnership here: https://investor.theodpcorp.com/news-releases/news-release-details/grubhub-grows-its-marketplace-offerings-include-office-supplies
Vanderbilt Athletics Bolsters NIL Support Through Enhanced Partnership & Rewards Program
Vanderbilt Athletics and Anchor Impact have expanded their collaboration to reward donors who contribute to Name, Image, and Likeness (NIL) initiatives. Anchor Impact, the official NIL collective for Vanderbilt student-athletes, has introduced new benefits to enhance its offerings for supporters. Depending on the contribution level, donors can access perks such as window decals, apparel, personalized video messages, and exclusive VIP experiences. A significant update to this partnership is the integration of Anchor Impact contributions into the National Commodore Club (NCC) priority points system. Donors will earn three priority points for every $100 contributed, and points can count towards season ticket upgrades, postseason tickets, away games, and other NCC benefits. The NCC membership year runs from July 1, 2024, to June 30, 2025, ensuring year-round engagement with donors.
Anchor Impact supporters can achieve recognition through two tiers of giving. Those donating $10,000 to $49,999 are inducted into the NIL Leadership Circle, gaining access to exclusive merchandise and events. Donors contributing $50,000 or more qualify for the McGugin Society, the NCC’s premier tier, which offers top-tier benefits, including access to game-day hospitality, special events, and premium ticketing and seating perks.
In a press release, Vanderbilt Athletic Director Candice Storey Lee said, “Collaboration is a core value at Vanderbilt, and enhancing our partnership with Anchor Impact helps us better serve our student-athletes and supporters. Competitive NIL opportunities are consistent with our desire to set the standard for the student-athlete experience across our entire portfolio. Everybody has a role to play in leading the way in this new era of college athletics. Ensuring Anchor Impact supporters feel fully a part of Commodore Nation only makes us stronger.”
Learn more about the National Commodore Club and its perks here: https://www.nationalcommodoreclub.com/membership/
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Original Article Links:
Sweetgreen to launch points-based loyalty program
Grubhub Grows its Marketplace Offerings to Include Office Supplies with Office Depot
Vanderbilt creates rewards program for NIL donors