Sweetgreen’s Brand Mission to Make Life Sweeter

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Spotlight on Sweetgreen

In today’s “shelter in place” world, it’s not surprising to find ourselves feeling nostalgic for the infamous around-the-block lunch lines outside of Sweetgreen. From the outside the popular organic farm-to-table food chain now blends in with so many other closed storefronts, but inside, Sweetgreen has been busy behind the scenes.

From Sweetgreen locations across the country, employees have been preparing and delivering free meals to healthcare workers and first responders at local hospitals and clinics—providing the needed nourishment to fuel their days.

Founded in 2007, the company’s mission is to “win, win, win,” which they define as: the customer wins, the community wins, the company wins. Their brand purpose, to live the sweetlife, incorporates the values of healthy living, sustainability, and community impact that moves the dial in a positive direction. Part of that mission inspire Sweetgreen to provide $1 million in funding to support FoodCorp’s work in creating scalable, healthy meals in schools and cafeterias across the country.

Recently, Sweetgreen announced that it had returned the $10 million paycheck protection program loan, intended to support small businesses. As a company dedicated to other small business owners’ success, such as the local farmers Sweetgreen partners with, it’s reaffirming to see the brand following through on their core values.

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About Brand Acts of Kindness® 

Brand Acts of Kindness® is a series from Carpenter Group that spotlights companies across industries that are living their brand values in addressing the unprecedented challenges facing the world today.The series initially headlined companies assisting healthcare workers and first responders, as well as communities, businesses and families impacted by the COVID-19 pandemic. We also highlight brands taking the lead in supporting social and racial justice, LGBTQ rights, sustainability and the environment. Their stories show how innovation, resolve and action, built on a solid value proposition, can both strengthen a brand and help create a better world.

About Carpenter Group

Carpenter Group is an independent, woman-owned strategic branding, messaging and marketing communications firm that has delivered results-driven solutions to financial, professional services and technology firms for 30+ years.Our broad cross-discipline experience enables us to craft brand messaging and carry it through to the channels that most effectively connect with our clients’ target audience, from editorial content to advertising to event marketing and more.