Shared research study link
Sweetgreen Consumer Perception Study
Understand how health-conscious consumers perceive Sweetgreen versus competitors, focusing on price, convenience, and health positioning
Study Overview
Updated Jan 17, 2026
Research question: We asked 6 health‑conscious U.S. diners (ages 29–41; rural and urban/suburban; parents and singles; project/retail/sales/teacher roles) how they choose quick healthy meals and how they perceive Sweetgreen vs competitors on price, convenience, and health positioning.
They use a repeatable heuristic: on‑route access and sub‑10–20 minute timing first, then hard price caps ($8–14 per person or <$30 for four), then visible freshness and protein, with grocery deli/rotisserie as the reliable fallback.
Sweetgreen is seen as fresh, clean, bright but hampered by price‑value tension, light protein/portioning that requires paid add‑ons, and operational friction (parking, lines, app/tipping), with cold salads feeling seasonal or under‑satiating.
Main insights: Value is defined by satiety and protein (30–40g targets, leftovers potential) rather than sourcing claims (organic/antibiotic‑free seen as baseline), and trust erodes with nickel‑and‑diming, sweet/salty dressings, inconsistent portions, and flimsy, heat‑losing packaging.
Convenience beats branding: drive‑thru/curbside or <10‑minute pickup, sane parking, simple pricing, and clear nutrition/portion transparency are decisive, while families require bundle value and kid‑plain options to switch from regular fast food.
Takeaways: Launch in‑base 30–40g protein warm value bowls (<=$14 lunch/<=$18 dinner) with posted grams and sodium and sauce‑on‑the‑side; standardize scoops; improve heat‑retentive, leak‑proof packaging; and streamline pickup with a 10‑minute SLA, two curbside spots, guest checkout/Apple Pay, and tuned tip prompts.
Pilot a $30 family bundle with kid‑plain builds, and track protein adequacy rate, perceived value, pickup SLA compliance, warm bowl temperature, sub‑$14 lunch mix, and bundle repeat to confirm fit.
They use a repeatable heuristic: on‑route access and sub‑10–20 minute timing first, then hard price caps ($8–14 per person or <$30 for four), then visible freshness and protein, with grocery deli/rotisserie as the reliable fallback.
Sweetgreen is seen as fresh, clean, bright but hampered by price‑value tension, light protein/portioning that requires paid add‑ons, and operational friction (parking, lines, app/tipping), with cold salads feeling seasonal or under‑satiating.
Main insights: Value is defined by satiety and protein (30–40g targets, leftovers potential) rather than sourcing claims (organic/antibiotic‑free seen as baseline), and trust erodes with nickel‑and‑diming, sweet/salty dressings, inconsistent portions, and flimsy, heat‑losing packaging.
Convenience beats branding: drive‑thru/curbside or <10‑minute pickup, sane parking, simple pricing, and clear nutrition/portion transparency are decisive, while families require bundle value and kid‑plain options to switch from regular fast food.
Takeaways: Launch in‑base 30–40g protein warm value bowls (<=$14 lunch/<=$18 dinner) with posted grams and sodium and sauce‑on‑the‑side; standardize scoops; improve heat‑retentive, leak‑proof packaging; and streamline pickup with a 10‑minute SLA, two curbside spots, guest checkout/Apple Pay, and tuned tip prompts.
Pilot a $30 family bundle with kid‑plain builds, and track protein adequacy rate, perceived value, pickup SLA compliance, warm bowl temperature, sub‑$14 lunch mix, and bundle repeat to confirm fit.
Participant Snapshots
6 profiles
Jace Coronado
Jace Coronado, 41, married, frugal DIY tinkerer with income under $25k, currently not in the labor force. Fixes neighbors’ cars, values durability and clear value, relies on Aldi, Harbor Freight, Facebook Marketplace, YouTube reviews, and Medicaid-supported…
Ronni Rodriguez
Ronni Rodriguez, 34, is a Fresno-based client services/project manager at a boutique digital agency. Separated, child-free homeowner with a rescue dog, she’s ASL-fluent, budget-minded, offline-first (no home internet), politically Democrat-leaning, currentl…
Zachary Knighton
30-year-old LDS field project manager in Waterbury, CT. Portuguese at home, owns a townhouse, cooks and builds on weekends, values reliability and service, avoids hype and alcohol, favors practical, durable solutions with clear specs and timelines.
Megan Mcneil
Megan Mcneil, 41, is a rural Georgia retail assistant manager. Married without kids, faith-led and budget-savvy, she values durability, community, and textured-hair expertise. Warm, practical, and witty, she chooses honest, time-saving quality.
Jenna Niemuth
Rural Kentucky teacher and bus driver, 39, married with two kids. Budget-conscious, community-minded, and pragmatic. Values durability, offline-friendly tools, and clear warranties. Moderate politically, tech-cautious, and motivated by time savings and prov…
David Mickelsen
1) Basic Demographics
David Mickelsen is a 29-year-old White male living in rural North Carolina, USA. He was born in the United States and speaks English at home. He is single with no children. He rents a small two-bedroom place and has reliable…
Jace Coronado
Jace Coronado, 41, married, frugal DIY tinkerer with income under $25k, currently not in the labor force. Fixes neighbors’ cars, values durability and clear value, relies on Aldi, Harbor Freight, Facebook Marketplace, YouTube reviews, and Medicaid-supported…
Ronni Rodriguez
Ronni Rodriguez, 34, is a Fresno-based client services/project manager at a boutique digital agency. Separated, child-free homeowner with a rescue dog, she’s ASL-fluent, budget-minded, offline-first (no home internet), politically Democrat-leaning, currentl…
Zachary Knighton
30-year-old LDS field project manager in Waterbury, CT. Portuguese at home, owns a townhouse, cooks and builds on weekends, values reliability and service, avoids hype and alcohol, favors practical, durable solutions with clear specs and timelines.
Megan Mcneil
Megan Mcneil, 41, is a rural Georgia retail assistant manager. Married without kids, faith-led and budget-savvy, she values durability, community, and textured-hair expertise. Warm, practical, and witty, she chooses honest, time-saving quality.
Jenna Niemuth
Rural Kentucky teacher and bus driver, 39, married with two kids. Budget-conscious, community-minded, and pragmatic. Values durability, offline-friendly tools, and clear warranties. Moderate politically, tech-cautious, and motivated by time savings and prov…
David Mickelsen
1) Basic Demographics
David Mickelsen is a 29-year-old White male living in rural North Carolina, USA. He was born in the United States and speaks English at home. He is single with no children. He rents a small two-bedroom place and has reliable…
Overview
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Demographic Overview
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Participant Incomes
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Source: U.S. Census Bureau, 2022 ACS 1-year (Table B19001; >$200k evenly distributed for comparison)
Media Ingestion
Connections appear when personas follow many of the same sources, highlighting overlapping media diets.
Questions and Responses
3 questions
Response Summaries
3 questions
Word Cloud
Question Summary
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Summary
Themes
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Outliers
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Persona Correlations
Analyzing correlations…
Overview
Health positioning alone does not drive frequent visits to Sweetgreen in this sample. Purchase decisions are more strongly tied to convenience (route, parking, drive-thru, order-ahead), perceived value (price relative to protein and ability to create leftovers), and functional ingredient transparency (sodium, visible veg, warm/hearty options in cold weather). Higher-income, urban/suburban professionals respect Sweetgreen’s sourcing and app convenience but still balk at light protein portions and additive upcharges; rural and lower-income consumers default to grocery deli/rotisserie or home cooking for speed, satiety, and value.
Total responses: 18
Key Segments
| Segment | Attributes | Insight | Supporting Agents |
|---|---|---|---|
| Rural parents / households balancing kids & schedules |
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These households deprioritize healthy fast-casual when parking, lines, or portion sizing threaten value for multiple mouths; grocery rotisserie/deli is the pragmatic default because it delivers speed, quantity, and next-day leftovers. | Megan Mcneil, Jenna Niemuth |
| Younger rural workers with tight per-meal budgets |
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Price-first decision rules prevent trial of Sweetgreen unless promotions materially reduce price or increase perceived portion/protein; these shoppers expect larger portions and explicit value to consider switching from rotisserie/diners. | David Mickelsen |
| Urban/suburban professionals (time-focused, higher income) |
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This group will pay a premium for app convenience and consistent sourcing claims but remains sensitive to protein amounts, perceived satiety, and price creep from add-ons; they are receptive to operational fixes (faster pickup, better heat retention) that preserve perceived value. | Zachary Knighton, Ronni Rodriguez |
| Lower-income / transitional households |
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Healthy fast-casual is perceived as poor value and nickel-and-diming; these consumers only consider it when cost parity with grocery/home cooking is achieved or when heavily discounted. | Jace Coronado |
Shared Mindsets
| Trait | Signal | Agents |
|---|---|---|
| Fallback to grocery rotisserie/deli | Across income and locale, rotisserie/deli is the go-to because it reliably delivers speed, quantity, and leftovers-attributes that many value over brand health claims. | Megan Mcneil, David Mickelsen, Jenna Niemuth, Jace Coronado, Ronni Rodriguez, Zachary Knighton |
| Price-to-protein / value skepticism | Consumers judge bowls by protein and satiety; common view is that bowls feel overpriced unless protein/grains are included or priced accessibly. | Jace Coronado, Megan Mcneil, David Mickelsen, Zachary Knighton, Jenna Niemuth, Ronni Rodriguez |
| Convenience friction matters more than brand messaging | Parking, line length, lack of drive-thru/curbside, and app/order friction are decisive barriers-operational fixes could increase frequency more than aspirational health messaging. | Megan Mcneil, Jenna Niemuth, Jace Coronado, Zachary Knighton, Ronni Rodriguez |
| Skepticism of slogans without functional proof | Taglines like 'Eat What Loves You Back' are viewed as fluffy unless accompanied by visible portion/protein, lower sodium options, or clear leftovers value. | Megan Mcneil, Jace Coronado, Jenna Niemuth, David Mickelsen |
| Seasonal preference for warm/hearty options | Cold-weather contexts shift preference toward warm proteins, grains, or hearty bowls-cold salads are less attractive unless explicitly substantial. | Zachary Knighton, Jace Coronado, Jenna Niemuth, Ronni Rodriguez |
Divergences
| Segment | Contrast | Agents |
|---|---|---|
| Urban/suburban professionals | Value app/order convenience and sourcing claims and will tolerate higher prices for time savings, but still demand clear protein/satiety; their willingness-to-pay is conditional and can be eroded by add-on fees. | Zachary Knighton, Ronni Rodriguez |
| Younger rural workers / lower-income shoppers | Apply strict per-meal price caps and default to lower-cost food sources; convenience improvements alone (app/order-ahead) are less persuasive unless price/protein thresholds are met. | David Mickelsen, Jace Coronado |
| Rural parents vs high-earning singles | Rural parents prioritize multi-person value and leftovers (favoring grocery rotisserie) while some high-earning singles still reject frequent visits despite valuing sourcing-showing that income alone doesn't predict frequency if satiety/value are missing. | Megan Mcneil, Ronni Rodriguez |
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Recommendations & Next Steps
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Overview
Bottom line from the study: consumers like Sweetgreen’s fresh, clean food but are blocked by a tight trifecta of price-to-protein skepticism, convenience frictions (route, parking, lines, app), and seasonal satiation gaps (cold salads when they want warm, hearty meals). Sourcing claims are respected but treated as baseline, not a premium driver. To win more frequent visits, prioritize functional value signals and friction removal over slogan-level wellness messaging.
What to do now:
What to do now:
- Make value obvious: include a legit 30–40g protein portion in-base at lunch-friendly price points.
- Reduce friction: faster pickup with clear shelves, two curbside spots, guest checkout + Apple Pay, and predictable wait times.
- Serve the weather: real warm bowls that stay hot and feel substantial.
- Be transparent: post protein grams, sodium ranges, and clear add-on pricing.
- Address households: a family bundle under $30 with kid-compliant options.
Quick Wins (next 2–4 weeks)
| # | Action | Why | Owner | Effort | Impact |
|---|---|---|---|---|---|
| 1 | Post protein grams and standardize portions | Customers judge value by satiety; visible 30–40g protein per bowl reduces price skepticism and guides choices without upsell fatigue. | Menu R&D + In-Store Marketing | Low | High |
| 2 | Savory low-sugar dressings + sauce-on-the-side default | Directly addresses sweet dressing and sodium concerns; improves post-meal feeling without new SKUs. | Culinary | Low | Med |
| 3 | Warm bowl heat retention fix | Guests want hot food to be hot; pre-heated bowls, tighter hot-holding, and sturdier lids lift perceived value in cold weather. | Operations | Med | High |
| 4 | Frictionless pickup: labeled shelves + 2 curbside spots + ready-text | Primary filter is time/route; clear pickup and curbside reduce perceived hassle vs regular fast food drive-thru. | Operations + Store Managers | Med | High |
| 5 | Guest checkout, Apple/Google Pay, tip prompt tune | Removes app wall, supports contactless; reducing tip-guilt prompts for counter service eases price perception. | Digital/Product | Low | Med |
| 6 | All-in Protein Lunch build under $14 | Eliminates nickel-and-diming; aligns to cited lunch caps and reduces add-on sticker shock. | Menu R&D + Finance | Med | High |
Initiatives (30–90 days)
| # | Initiative | Description | Owner | Timeline | Dependencies |
|---|---|---|---|---|---|
| 1 | Hearty Value Bowls (30–40g protein) line | Launch 3 set builds that include a standard protein portion (6–7 oz cooked equiv across chicken/tofu) and warm elements. Price anchor: lunch under $14, dinner under $18. Optimize for speed with fewer decisions and visible macros. | Menu R&D + Finance + Supply Chain | Design 3–4 weeks; pilot 6–8 weeks in 6 stores; scale 90 days | Protein yield/costing model, Line guide and scooping tools, Menu board updates |
| 2 | Family Bundle under $30 (feeds 4) | Tray-style package: 2 proteins, 2 warm veg, base (rice/potatoes), greens, 2 savory dressings; kid-plain options. Designed for leftovers, online-only in early pilot. | Culinary + Ops + CRM | Concept 3 weeks; suburban pilot 6 weeks; iterate 4 weeks | Packaging fit and lid integrity, Operational staging for peak pickup, Targeted CRM offers |
| 3 | Pickup SLA program (10-minute promise) and order-throttling | Set prep capacity per interval, dynamic throttle in-app, staff a runner for bag staging; live order-status screen and SMS when actually ready. | Operations + Digital/Product | Spec 4 weeks; A/B pilot 8 weeks; scale in 60–120 days | Kitchen capacity model, FOH staffing playbook, SMS provider integration |
| 4 | Sodium transparency and marinade reformulation | Publish sodium ranges per build, introduce low-sodium chicken/tofu marinades, and make light-pour the default. Add a no-added-sugar vinaigrette line. | Culinary + QA/Regulatory | R&D 6 weeks; label/board updates 4 weeks; phased rollout 60–90 days | Nutrition analysis, Supplier spec updates, Training for default pours |
| 5 | Contactless checkout and loyalty simplification | Enable guest checkout, Apple/Google Pay everywhere, and a simple punch-style earn (e.g., 10th bowl free) plus optional Protein Pass add-on for heavy users. | Digital/Product + CRM | Payment updates 4–6 weeks; loyalty pilot 8 weeks | POS integration, Fraud/risk review, Offer economics |
| 6 | Curbside/drive-thru prototype for suburban sites | Pilot 2 marked curbside bays with enforced 10-minute limits and explore a single-lane micro drive-thru at 1–2 outposts to close the drive-thru gap. | Real Estate + Operations | Site selection 6 weeks; build/permits vary; first pilot 4–6 months | Landlord agreements, Local permitting, Hardware and signage |
KPIs to Track
| # | KPI | Definition | Target | Frequency |
|---|---|---|---|---|
| 1 | Protein adequacy rate | Share of lunch orders with >=30g protein (based on configured builds and add-ons) | >=60% within 90 days of launch in pilot markets | Weekly |
| 2 | Perceived value score | Post-purchase 1-click survey on value for price (Top-2 box) | >=70% Top-2 in pilot; +10 pts vs baseline | Weekly |
| 3 | Pickup SLA compliance | Percent of digital orders ready in <=10 minutes of quoted time | >=90% compliance; 95th percentile wait <=12 minutes | Daily |
| 4 | Warm bowl temperature compliance | Percent of warm bowls >60°C at handoff (spot checks) | >=95% compliant | Weekly |
| 5 | Sub-$14 lunch mix | Share of weekday lunch transactions with all-in total <=$14 | >=50% in pilot stores | Weekly |
| 6 | Family bundle adoption and repeat | Percent of orders with Family Bundle and 30-day repeat rate among bundle buyers | Adoption 6–10% of dinner orders; repeat >=35% in 30 days | Weekly |
Risks & Mitigations
| # | Risk | Mitigation | Owner |
|---|---|---|---|
| 1 | Margin erosion from higher in-base protein and lower lunch price points | Engineer SKUs for yield, negotiate supplier pricing, tighten portion control tools, limit value line to set builds, and monitor mix to offset with premium seasonal items. | Finance + Supply Chain + Culinary |
| 2 | Operational complexity slows lines and breaks the 10-minute promise | Simplify toppings in value line, staff chokepoints, implement order throttling, and run time-and-motion audits before scaling. | Operations |
| 3 | Brand dilution if value line perceived as lower quality | Maintain sourcing standards, communicate function-first benefits (protein, warmth, speed) with clean design, and treat as a curated line, not discounting. | Brand Marketing |
| 4 | Supply constraints on protein SKUs | Dual-source key proteins, add tofu/legume options in value line, and create substitution rules with clear guest messaging. | Supply Chain |
| 5 | Landlord or city pushback on curbside/drive-thru | Secure MOUs with property managers, use portable signage first, and pilot in lenient jurisdictions before broader rollout. | Real Estate |
| 6 | Insights not generalizable beyond pilot geos/segments | Stage pilots across urban core, suburban, and rural-adjacent stores; add control groups and pre/post measurement. | Insights/Analytics |
Timeline
0–30 days: Quick wins (protein grams on menus, sauce-on-side default, Apple/Google Pay, tip prompt tune, warm bowl heat SOPs, labeled pickup shelves). 30–90 days: Pilot Hearty Value Bowls and 10-minute pickup SLA in 6–10 stores; sodium transparency soft-launch; introduce 2 curbside spots per pilot store. 90–180 days: Scale successful pilots to 30–50 stores; launch Family Bundle under $30; refine loyalty punch and optional Protein Pass. 6–12 months: Expand to majority of stores; evaluate micro drive-thru prototype in select suburban sites; negotiate supplier contracts to lock margin gains; iterate winter/summer warm-vs-cold mix.
Research Study Narrative
Sweetgreen Consumer Perception Study – Synthesis for Decision-Makers
Objective and context: We set out to understand how health-conscious consumers perceive Sweetgreen versus competitors across price, convenience, and health positioning. Across interviews, respondents used a repeatable heuristic: choose options on-route or within a strict time cap (Megan Mcneil: “If it’s on my drive home, it’s in the running”), screen for a hard budget limit (David Mickelsen: “keep it under $8. Ten is a hard stop”), and verify visible freshness and protein-forward items (Ronni Rodriguez: “Ingredient quality is the tiebreaker every time”). When these filters fail, many default to grocery deli/rotisserie as the reliable, economical fallback (Jenna Niemuth: “rotisserie chicken… Cheap, fast, feeds everyone”).
Cross-question learnings
- Price-to-protein value gap is the blocker: While Sweetgreen is praised for fresh, clean, bright food (Ronni: “lots of crunch… chicken tasted clean”), respondents feel under-fueled without double protein or grains, which pushes checks past acceptable lunch budgets (Zachary Knighton: “If I don’t pay for double protein, I’m hungry by 3… 30–40g protein and under 14 bucks”). Upcharges create “sticker shock” versus cheaper, more filling alternatives (David).
- Convenience frictions outweigh brand health claims: Long lines, parking hassles, and app/tip friction undermine frequency (Megan: “The line looked like a theme park…”; Ronni: “App-only deals… 22% tip prompt… Exhausting”). Order-ahead, curbside, and contactless payment are decisive tie-breakers for some (Zachary: “if you don’t take phone pay, tchau”).
- Seasonality and temperature drive satiation: Cold salads are situational; demand rises for warm bowls with roasted veg and real protein, especially in colder weather (Jenna: “Cold food on a cold day… a hard sell unless they’ve got legit warm bowls”). Heat retention and texture matter; lukewarm or soggy items erode trust.
- Health and sourcing are respected but baseline: Organic/antibiotic-free is expected, not a premium driver (Jace Coronado: “baseline, not a reason to pay a premium”). Wellness slogans (“Eat What Loves You Back”) are viewed as fluffy unless backed by functional proof (Jace: “Food isn’t a relationship”).
- Details influence repeat behavior: Clear portions (grams per scoop), predictable waits, sturdy packaging (Megan: “If the fork snaps and the lid leaks… I’m out”), and lighter, less-sweet dressings lift perceived quality and post-meal feeling.
Persona correlations
- Rural parents/households: Prioritize route/time, leftovers, kid compliance; default to grocery bundles for value (Megan, Jenna).
- Younger rural workers with tight caps: Strict <$10 rules prevent trial unless promos lift value or protein (David).
- Urban/suburban professionals: Use apps, respect sourcing, but demand transparent protein and speed; upcharge fatigue limits frequency (Zachary, Ronni).
- Lower-income/transitional: See healthy fast-casual as nickel-and-diming; only engage at cost parity or with heavy discounts (Jace).
Recommendations (evidence-led)
- Make value obvious: Launch set “Hearty Value Bowls” that include 30–40g protein in-base and warm elements; anchor lunch <= $14, dinner <= $18 (addresses Zachary’s target; counters hunger theme).
- Reduce friction: Implement labeled pickup shelves, two curbside spots per store, SMS ready-texts, and guest checkout with Apple/Google Pay (responds to convenience/tap-to-pay demands).
- Serve the weather: Improve heat retention (pre-heated bowls, tighter lids) and feature roasted veg/grains to boost satiation in colder months (Jenna’s cold-day barrier).
- Be transparent, not “nickel-and-dime”: Post grams per scoop and sodium ranges; simplify add-on pricing to reduce upcharge fatigue (Jace’s “bake it into the base price”).
- Household solution: Pilot a Family Bundle under $30 with kid-plain options and leftovers value (Jenna’s family lens).
- Taste without sugar: Add savory, low-sugar dressings and default sauce-on-the-side to improve after-meal feeling.
Risks and guardrails: Margin pressure from higher in-base protein (mitigate via yield controls, set-builds, supplier negotiations); operational complexity (order throttling, staffing chokepoints); and brand dilution (maintain sourcing standards; message function-first quality).
Next steps and measurement
- 0–30 days: Post protein grams; tune tip prompts; enable Apple/Google Pay and guest checkout; implement sauce-on-side; upgrade warm-bowl SOPs and packaging; add labeled pickup shelves.
- 30–90 days: Pilot Hearty Value Bowls and a 10-minute pickup SLA (with live order-status/SMS) in 6–10 stores; add two curbside spots; soft-launch sodium transparency.
- 90–180 days: Scale winners to 30–50 stores; launch Family Bundle under $30; iterate loyalty with a simple punch and optional Protein Pass.
- KPIs: Protein adequacy rate (>=60% lunch orders with >=30g protein); perceived value Top-2 box (>=70%, +10 pts vs baseline); pickup SLA compliance (>=90% on-time); warm bowl temp compliance (>=95% >60°C at handoff); sub-$14 lunch mix (>=50%).
Bottom line: Lean into functional value and friction removal-not broader wellness slogans-to convert admiration for freshness into habitual visits.
Recommended Follow-up Questions
Updated Jan 17, 2026
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When choosing a quick, healthy meal, which restaurants or channels are in your active consideration set? Select all that apply.multi select Maps true competitive set for Sweetgreen to target share-of-occasion and refine comparative positioning.
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What is the maximum acceptable price for a single bowl with at least 35–40g of protein that feels filling (including tax, excluding tip)?numeric Quantifies price ceiling for a satiating offer to guide pricing, portioning, and margin planning.
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Which pricing model do you prefer for bowls: an all-in price that includes a standard ~35g protein portion, or a lower base price with paid protein add-ons?single select Selects pricing architecture to reduce nickel-and-diming perceptions and improve value clarity.
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Among ordering and pickup features, which are most and least important when choosing healthy fast-casual options? Consider drive-thru, curbside, guaranteed ready-in-10 minutes, easy parking, order-ahead, no tipping prompts.maxdiff Prioritizes convenience investments and operational SLAs to increase visit likelihood.
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Which nutrition and transparency elements most increase your trust and sense of value when ordering? Examples: clearly stated protein grams, portion weights, sugar/sodium, ingredient sourcing, calorie ranges, third-party verification.maxdiff Identifies transparency signals to standardize on menus/app to strengthen health positioning.
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During a weekday lunch, what is the maximum total time (in minutes) you are willing to spend from arriving (parking/queue) to receiving your order and leaving?numeric Sets time tolerance to inform site selection, staffing, and throughput targets.
For maxdiff items, finalize attribute lists and include an 'other' option where relevant. For multi_select, include both brands and non-restaurant channels (grocery/hot bar, deli, meal kits).
Study Overview
Updated Jan 17, 2026
Research question: We asked 6 health‑conscious U.S. diners (ages 29–41; rural and urban/suburban; parents and singles; project/retail/sales/teacher roles) how they choose quick healthy meals and how they perceive Sweetgreen vs competitors on price, convenience, and health positioning.
They use a repeatable heuristic: on‑route access and sub‑10–20 minute timing first, then hard price caps ($8–14 per person or <$30 for four), then visible freshness and protein, with grocery deli/rotisserie as the reliable fallback.
Sweetgreen is seen as fresh, clean, bright but hampered by price‑value tension, light protein/portioning that requires paid add‑ons, and operational friction (parking, lines, app/tipping), with cold salads feeling seasonal or under‑satiating.
Main insights: Value is defined by satiety and protein (30–40g targets, leftovers potential) rather than sourcing claims (organic/antibiotic‑free seen as baseline), and trust erodes with nickel‑and‑diming, sweet/salty dressings, inconsistent portions, and flimsy, heat‑losing packaging.
Convenience beats branding: drive‑thru/curbside or <10‑minute pickup, sane parking, simple pricing, and clear nutrition/portion transparency are decisive, while families require bundle value and kid‑plain options to switch from regular fast food.
Takeaways: Launch in‑base 30–40g protein warm value bowls (<=$14 lunch/<=$18 dinner) with posted grams and sodium and sauce‑on‑the‑side; standardize scoops; improve heat‑retentive, leak‑proof packaging; and streamline pickup with a 10‑minute SLA, two curbside spots, guest checkout/Apple Pay, and tuned tip prompts.
Pilot a $30 family bundle with kid‑plain builds, and track protein adequacy rate, perceived value, pickup SLA compliance, warm bowl temperature, sub‑$14 lunch mix, and bundle repeat to confirm fit.
They use a repeatable heuristic: on‑route access and sub‑10–20 minute timing first, then hard price caps ($8–14 per person or <$30 for four), then visible freshness and protein, with grocery deli/rotisserie as the reliable fallback.
Sweetgreen is seen as fresh, clean, bright but hampered by price‑value tension, light protein/portioning that requires paid add‑ons, and operational friction (parking, lines, app/tipping), with cold salads feeling seasonal or under‑satiating.
Main insights: Value is defined by satiety and protein (30–40g targets, leftovers potential) rather than sourcing claims (organic/antibiotic‑free seen as baseline), and trust erodes with nickel‑and‑diming, sweet/salty dressings, inconsistent portions, and flimsy, heat‑losing packaging.
Convenience beats branding: drive‑thru/curbside or <10‑minute pickup, sane parking, simple pricing, and clear nutrition/portion transparency are decisive, while families require bundle value and kid‑plain options to switch from regular fast food.
Takeaways: Launch in‑base 30–40g protein warm value bowls (<=$14 lunch/<=$18 dinner) with posted grams and sodium and sauce‑on‑the‑side; standardize scoops; improve heat‑retentive, leak‑proof packaging; and streamline pickup with a 10‑minute SLA, two curbside spots, guest checkout/Apple Pay, and tuned tip prompts.
Pilot a $30 family bundle with kid‑plain builds, and track protein adequacy rate, perceived value, pickup SLA compliance, warm bowl temperature, sub‑$14 lunch mix, and bundle repeat to confirm fit.
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