Sweetgreen Opens Tech-Laden Eatery

Sweetgreen (Los Angeles), which describes itself as “a mission-driven restaurant brand serving healthy food at scale,” has opened its first outlet utilizing an extensively automated ordering/serving process. After using an app, self-serve kiosk or talking with a human host to order, customers at the eatery in Naperville, Ill., can watch the technology at work, from dispensing greens and dressing bowls and plates, to evenly dispersing ingredients and mixing salads. Team members add the final touches at a finishing station, taking such steps as adding a sprinkle of herbs or a scoop of avocado.

The new technology, called the Sweetgreen Infinite Kitchen, is designed to enhance the customer experience and food quality, with a focus on fresh ingredients, fast service and friendly hospitality, the restauranteur says.

“We believe that automation will enable us to elevate the quality and integrity of our food while also providing a faster and more convenient experience for our customers and a better, more dynamic job for our team members,” said Jonathan Neman, CEO and Co-Founder of Sweetgreen. “With the integration of the Sweetgreen Infinite Kitchen in our restaurants, we can unlock efficiencies that will enable us to grow more quickly as we scale.”

The restaurant format also incorporates a new Tasting Counter, brand-storytelling digital screens and a revamped merchandising strategy.

Founded in 2007, Sweetgreen now has 185-plus locales and plans to open 30-35 more this year, according to its most recent financial earnings report.