Drive-to-Store Strategies That Boost Conversions at New Locations.

Founded in 2006, Sweetgreen is a fast-casual restaurant chain that offers simple, seasonal, healthy salads and grain bowls made in-house from scratch, using whole produce delivered that morning.

Sweetgreen approached SLM in 2022 intending to drive awareness and increase conversions at new store locations. Their goal was to use direct mail to bring new customers into recently launched locations and increase purchase frequency among prospects by offering them redeemable coupons on the mailer.

With SLM’s expertise, Sweetgreen was able to reach potential new customers through the use of Smart Saturation, a targeting method that allows clients to “saturate” zip codes and USPS carrier routes within a geo-targeted area at a very efficient postage rate. The SLM team also recommended applying high-level filters, such as median income, on the data to further narrow targeting. Through the use of a 6x11 postcard with 3 separate tear-off coupons, Sweetgreen was able to reach prospects with multiple compelling offers and encourage repeat visits among prospects. The creative also included a store address callout to increase the visibility of each new store location.