Sweetgreen Introduces Lower-Priced Wraps to Combat Expensive Image

Sweetgreen has launched a new line of wraps priced below $15 in an effort to shed its reputation as an expensive dining option and regain customers. The company developed the recipes over two years, testing them in local markets before rolling them out nationwide in May.

The initiative began with trials in eight Sweetgreen locations in Los Angeles, the company's headquarters. By February 2026, the test expanded to 70 additional stores, including outlets in Manhattan and the Midwest.

The four wraps now available to customers across the country are the Molly's Big Dill Caesar, Classic Chicken Caesar, Cali Chicken Club, and Chicken Jalapeño Ranch. Sweetgreen hopes these more affordable options will appeal to price-sensitive diners.

"When you’d walk into a Sweetgreen, you’d see more things above $15 than you would see under $15," Chief Financial Officer Jamie McConnell told The Wall Street Journal. "So psychologically, even though a lot of our prices could be lower than some of our peers, we were viewed as a very expensive company because we didn’t have any of those entry prices in."

Sweetgreen is also moving away from certain discount promotions, such as buy-one-get-one-free offers and $10 deals for loyalty members, which were found to attract one-time visitors but not convert them into regular customers. The new wraps, priced around $11 and averaging about $13 with additions, are designed to offer value and allow customers to stay within budget while potentially splurging on premium add-ons like salmon or steak.

Early indicators suggest the strategy is yielding positive results, with revenue stabilizing in June and showing growth in early July. The wraps have also helped drive store traffic amid inflationary pressures that have made upsells more challenging.

According to Margaret-May Binshtok, a restaurant equity research analyst at Wolfe Research, wraps appeal to a broader customer base, including those who typically avoid salads. She noted that in September, a third of Sweetgreen’s first-time customers ordered a wrap and shared it on social media. The company also observed a significant decrease in social media complaints about prices during the third quarter, dropping to approximately 1.5 percent from four to five percent earlier in the year.

Binshtok added that improving the perception of value is crucial for Sweetgreen's long-term growth. The company plans to enhance price transparency, particularly when customers customize their own bowls or salads. McConnell explained that the goal is to prevent customers from experiencing sticker shock, ensuring they know the final cost of their meal upfront.

Under the new pricing structure, customers can expect to receive a protein, two bases, and four toppings for approximately $13, with dressing and bread included. Despite these menu adjustments, the management anticipates a seven to eight percent decline in same-store sales for the full year. However, executives remain optimistic that the menu changes will ultimately attract more customers.