As you have demand and as you want to expand your menu, you can imagine how salad can now become more, warm food can become breakfast, because you’re popping up additional servers, and you have that digital connection to your customer, the menu changes on your app, and then it’s delivered to you,” he said. “You can light them up in different parts of the country, in the world. Neman said there will always be physical restaurants, but “they will have to find a place online as well.” To that end, he envisioned a network of “ghost and virtual kitchens” that would prepare items for rapid delivery, without a public-facing storefront. And as the company expands into more markets and gets into delivery, it wants to keep those customers ordering through the app, to preserve “that direct relationship with the customer.” In our world, you now have these platforms, these Uber Eats of the world.”Īlready, he told Recode’s Kara Swisher, 50 percent of Sweetgreen’s orders come in through its mobile app, which more than a million people have downloaded. In the media world, you had networks and distributors that took the content and distributed it. If you just have your restaurant itself, you own your platform, you go direct to consumer. “A restaurant creates content, so our salads are our hits. “We see this as building the food platform,” he said on the latest episode of Recode Decode, hosted by Kara Swisher. Instead, he wants Sweetgreen to be the next giant. But co-founder Jonathan Neman doesn’t want to surrender that part of the business. To be like other restaurants, the fast-food salad chain Sweetgreen might join the crowd in partnering with a tech giant like Amazon or Uber.
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