Sweetgreen Inc. made headlines recently when it announced the discontinuation of its ripple fries, a menu item that was marketed as a healthier alternative to traditional fast food fries. The decision to remove the ripple fries from the menu comes after only five months of being introduced, as the chain faced a second consecutive quarterly sales drop.
The ripple fries were air fried and made with avocado oil instead of seed oils, in an effort to appeal to health-conscious customers. Despite the positive reception from some customers, Sweetgreen CEO Jonathan Neman revealed that the fries added too much complexity to restaurant operations, leading to the decision to focus on core products such as chicken and vegetables.
The chain has been struggling to improve operations and attract customers back to its $15 salads and bowls. In the second quarter, Sweetgreen reported a 7.6% drop in comparable sales, prompting the company to revise its sales guidance for the year. The stock value has also taken a hit, losing about 61% of its value this year.
To combat the sales decline, Sweetgreen has made efforts to improve its menu offerings and customer perception. In May 2024, the chain introduced steak as a protein option, which initially boosted sales numbers. However, traffic declined as customers opted for cheaper alternatives.
Neman remains optimistic about the future, stating that comparable sales have improved modestly in the third quarter. The chain has increased portions of chicken and tofu by 25%, enhanced recipes for better taste and quality, and introduced limited-time offers priced at $13.
Overall, Sweetgreen is focused on regaining customer trust and loyalty by refining its menu offerings and improving operational efficiency. The discontinuation of ripple fries is just one step in the chain’s efforts to revitalize its brand and attract more diners to its healthy and sustainable food options.
