SINCE 1988

Sweetgreen Gets Jump Start on Healthy Resolutions with New Marketing Campaign, Protein Bowl


Sweetgreen announced on Thursday the introduction of a “New You, Full You” campaign aimed at eating healthier in 2024. The campaign also includes the introduction of a new menu item.

Often looked at as the most popular New Year’s resolution, eating healthy can be forgotten about past January. But Sweetgreen, which prides itself on being a healthier option than some other restaurant chains, wants to encourage guests to eat well all year with the addition of protein plates to its menu in October 2023.

According to the Los Angeles-based fast-casual brand, online searches for the phrase “high protein” reached a five-year high in 2023, leading the chain to put more of a focus on protein elements on its menu.

The latest is the chain’s new BBQ Salmon protein plate. The salmon used contains 33 grams of protein, combined on a plate with a double scoop of wild rice, hot roasted sweet potatoes, and daily house made vegetable slaw. The dish is topped with Sweetgreen’s own honey BBQ sauce.

The new protein plate was made in collaboration with two-time World Barbeque Champion Chef Charlie McKenna of barbecue company Lillie’s Q, following the other protein plates on the menu which were also chef-inspired.

“We’re listening to our customers’ requests for craveable meals that fill [them] up and make [them] feel good,” Chad Brauze, head of culinary at Sweetgreen, said in a statement. “I’m super excited about our new BBQ Salmon as it pairs together two iconic Sweetgreen flavors: our house made tamari miso-maple glaze from our new salmon plate, and the tangy, sweet, and smoky BBQ sauce our customers love. It’s a great plate and I can’t wait for our guests to try it!”

To reinforce the importance of high-protein items on the chain’s menu, Sweetgreen has changed its website and app labels to show items with over 32 grams of protein labeled as “high protein.”

In addition to the new plate, Sweetgreen is challenging customers to make healthier choices for the new year through its app, Sweetpass, by offering users a chance to win $1,000 by opting into the personalized challenge by Jan. 31.


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