Although almost everything is more expensive, the CEO of Shiringren defends $ 16 salad to think about the long-term value of customers

• Sweetren Undoubtedly, one of the most healthy fast food options in the United States, but this is one of the most expensive. Salads cost an average of $ 16, but the company’s CEO encourages me to think about today’s food and the long-term effects of what you eat.

Consumer confidence decreases and for a good reason. Have prices for goods since 2020 Jumped over 23% The surrounding President Donald Trump has a new fear Tariff policies also inflation.

However, a CEO consumers are champions for the long-term benefits that the product can think beyond today’s price. Sweetgreen CEO Jonathan Neman tell New York Times Sometimes you should think about the total value of this when you think about the value of something.

“You have the value of you but what costs you to do when you eat certain things? What is the cost of the environment?” Neman, who started a rapid random salad chain while a student in the mid-2000s, said Neman Gocorta’s University. The company came to the public in late 2021 and Now there are 250 places In the United States and they have wishes for To make the brand Salad Starbucks.

He and his business partners, Nicolas Jammet and Nathaniel Ru, He opened his first sweets In 2007, Washington, near the townspeaker in DC. This was about three years after the premiere of the documentaries that start negotiations on the short and long-term effects of the traditional American Fast plug.

“We intend to reject the previous generation’s fast chips,” Neman said Now.

However, healthy choices inevitably mean higher price and subsequent price for consumers. Medium Sweetgreen Salat costs about $ 16 Eateredwhile Average price of a large Mac is about $ 10.

“People pay only the quality of the taste in the meal, but to make our farmers and our team members fairly,” he said Now.

However, the Shiringren uses fresh substances on the farm and produces partners and their menu consists mainly of vegetables, grains and proteins recently been put into operation Air Fried Ripple Potatoes 160 fewer calories More than McDonald’s fries. The company includes only five items in an ad in an ad, and their opponents include the lithin of applications that are unrecognized.

“Most companies centralize their food and lead around the country” Neman tell Wall Street Journal In 2024. “To maximize the taste and freshness, we believe that food is close to where food is near.”

Moreover, to treat yourself to SWEETGREEN “can end to be cheaper than buying groceries: Carry from the past Fortune Reporter Jane Thier. This Average monthly value of groceries $ 504 for one person, for Bls information shows.

SweetGreen did not respond immediately FortuneRequest for additional comments.

According to the confectioner, the company’s profit is up to $ 677 million for finance 2024, The latest earnings reportAgain, 90 million dollars faced a net loss. Taking a $ 16 average price for a salad from Shiringren, the company loses about $ 2.26 for a meal, a Sherwood News analysis showed. Some of the highest expenses include food, drink, packaging, labor and administrative costs, show a profit report.

Another basic cost for SweetGreen has invested in technology to supply apple services, supply and AI to provide offers to customers and maintain a loyalty program.

“Our earnest way in the net income base comes in several arms,” ​​Neman said WSJ. “The first continues to grow our footprint. Second, second sales in existing stores. The third is very disciplined in our value structure to make sure we stream with the bottom of the growing profit.”

Sweetren will report 8 May 8, FISCAL 2025 first quarter.

This story was first displayed Fortune.com

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