, Columnist
Sweetgreen's IPO Recipe: A Lot of Salad, Some Tech
The prospectus for the restaurant chain emphasizes digital orders and digital-enabled delivery and pickup convenience, essentials in the post-pandemic era.
Will non-New Yorkers pay $13 plus a delivery fee for a salad?
Photographer: David Paul Morris/Bloomberg
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At Sweetgreen Inc., salad is tech.
The trendy eatery, well known to New York’s lunch crowd, filed this week for an initial public offering as it seeks to test how many more cities will embrace the vaunted $13 salad. At the root of Sweetgreen’s expansion plan is an emphasis on digital orders and digital-enabled delivery and pickup convenience, essentials for any to-go lunch spot in the post-pandemic era.