Sweetgreen is piloting a subscription service

Have you already caved on your New Year’s resolutions? Sweetgreen hopes not: The salad chain is piloting a new subscription service for its most loyal customers.

Sweetpass, as it’s called, is available through January 16 and costs $10.

• It gives customers a $3 credit on certain orders and can be used once a day, valid for 30 days.

Like, comment, subscribe: A subscription service, as CNBC notes, could bring new customers into the fold, as well as increase loyalty among existing diners, a strategy QSRs like Taco Bell and Panera have also employed.

Daniel Shlossman, senior vice president of digital and growth at Sweetgreen, told CNBC this play is less “one size fits all” than what the chain has previously tried.

“It is everything from targeted and personalized offers to digital challenges to subscription and membership, and how can we potentially play in that space,” he said. “We’re re-envisioning the future of loyalty at Sweetgreen and this is one step in that journey.”

Phone it in: Sweetpass is also meant to drive customers to Sweetgreen’s digital ecosystem, as it can only be used for delivery and pickup orders made through its app and site.

• Mobile ordering is a big focus for Sweetgreen via digital channels like its app. The company’s digital revenue, as a total percentage, grew to 75% as of fiscal year 2020, up from 30% in 2016.—KM