Sweetgreen has a huge base of loyal customers who choose the brand for delivering its promise on “simple , seasonal and healthy” food.
The mission statement of Sweetgreen unearthed from its website is worth having a look.
“Our mission is to inspire healthier communities by connecting people to real food. We know that sweetgreen is a critical link between growers and consumers, and we feel a responsibility to protect the future of real food. To that end, we’re committed to supporting small and mid-size growers who are farming sustainably, to creating transparency around what’s in your food and where it came from, and to creating more accessibility to healthy, real food for more people. Because here at sweetgreen, impact is not an arm of our business, it is our business, and it permeates everything we do, from what we source to who we hire and how we support local communities. We want to make an impact and leave people better than we found them, and we tailor our approach in each market to reflect the needs of the community.”
This is a perfect example of a “Just Cause” with an infinite mindset to inspire and lead people to become its followers.
Simon Sinek makes a mention of the same in his book named “The Infinite Game”.