Imigca yokuvelisa iRobhothi iya kuphelisa isidingo semigca yokuvelisa ngaphambili okanye ngasemva, ngaloo ndlela inciphisa kakhulu iindleko zabasebenzi.
I-Sweetgreen ilungiselela ukusungula iindawo zokutyela ezimbini ezixhotyiswe nge-Infinite Kitchen umgca wemveliso ozenzekelayo. Ukusukela ekufumaneni kwayo iSpyce ngo-2021, iiyunithi ezimbini ezikhawulezayo zemihla ngemihla zixhotyiswe ngenkqubo yerobhothi, inkampani ibisebenza ukumisela ukuba sisetyenziswe nini kwaye phi isixhobo, esisebenzisa amabhanti okuhambisa ukuhambisa ngokuchanekileyo izahlulo zezithako.
Ivenkile yokuqala enemigca yokuvelisa ezenzekelayo iya kuvula ngoLwesithathu eNaperville, e-Illinois. Kulindeleke ukuba kuvulwe ikhitshi lesibini leInfinity Kitchen ngasekupheleni kwalo nyaka. Oku kuya kuba luphuculo kwindawo yokutyela ekhoyo eya kunceda inkampani iqonde indlela yokudibanisa ngcono inkqubo kwiziza ezikhoyo kwixesha elizayo.
“Sikholelwa ukuba le ngcamango intsha iqhutywa yi-automation inokudala ukusebenza kakuhle okuya kusivumela ukuba sikhule ngokukhawuleza kwaye sifumane inzuzo ephezulu,” utshilo u-CEO uJonathan Nyman ngexesha lomnxeba wekota yokuqala yenkampani. "Ngelixa sisavavanya kwaye sifunda, silindele ukuba i-Infinite Kitchen idityaniswe ngakumbi kumbhobho wethu."
Umgca wokuvelisa i-robotic uya kulungiselela i-100% yee-odolo, ukuphelisa imfuno yemigca yokuvelisa ngaphambili nasemva. Malunga nesiqingatha sabasebenzi abaguquguqukayo kwiindawo zokutyela zeSweetgreen bakwimveliso okanye kwindibano, oko kuthetha ukuba inkqubo iya kukhulula abasebenzi ukuba bagxile ekukhonzeni abathengi.
I-Infinite Kitchen kulindeleke ukuba ibonelele ngokukhula komthamo obalulekileyo, athe u-Neman uthe "ibiyingqwalasela" ye-Sweetgreen kwezi nyanga zintandathu zidlulileyo. Ukuphuculwa kwabasebenzi kunye nabasebenzi, izixhobo zoqeqesho eziphuculweyo kunye nesakhiwo esitsha sobunkokeli esisusa abaphathi abaphakathi siye sandisa isantya senkonzo. Iifomathi ezintsha, ezibandakanya iivenkile zokuqala ze-curbside eziqaliswe kunyaka ophelileyo, nazo zibone ukwanda kwemveliso.
"Njengoko amanqanaba ethu abasebenzi kunye neemeko zokusebenza ziphucula, sigxile ngokwenene ekwandiseni imida kwimigca yethu yokuvelisa idijithali," kusho uNieman. "Sikwazile ukwandisa umthamo ngeepesenti ezingama-20 kuyo yonke inqanawa, nto leyo ethetha ukuba ngama-20 epesenti abantu abaninzi ebesibanceda."
Inkampani ikwasebenzela ukunyusa isantya senkonzo kwimigca engaphambili njengoko umhlaba uphinda uvula kwaye abathengi abaninzi babuyela kwiindawo zokutyela.
“Kubekho ukukhula okumangalisayo kumgca ongaphambili, kwaye sikwajonge kakhulu ekwandiseni umthamo kumgca ongaphambili,” utshilo uNieman. "Abo bathengi baqala imisebenzi yabo kwiindawo zokutyela bangena kwi-ecosystem yethu yedijithali kwaye babe ngabathengi ababaluleke kakhulu kuthi."
Ukuza kuthi ga ngoku, inkampani isandula ukuphehlelela iSweetpass, inkqubo yayo yokuqala yokuthembeka kwiminyaka emibini. Amalungu afumana ukufikelela kwimivuzo ekhawulelweyo kunye nemingeni, kunye nethuba lokufumana izinto zemenyu entsha kunye noshicilelo olulinganiselweyo lwentengiso. Isicwangciso esinamanqanaba amabini sikwabandakanya i-Sweetpass +, umrhumo wenyanga we-10 ovuza abasebenzisi abathembekileyo nge-3 yeedola kwi-odolo yemihla ngemihla ye-Sweetgreen, inkxaso ephambili yabathengi, izibonelelo zokuthumela ngenqanawa, ukufikelela kwangoko kwintengiso kunye nezinye izinto ezikhethekileyo.
“Ukuphehlelelwa kwethu kuhambe kakuhle kakhulu kwaye sifumene impendulo entle,” utshilo uNiemann. "Sikholelwa ukuba le nkqubo inamandla okunyusa ingeniso kungekuphela nje ngomrhumo osisiseko sobulungu, kodwa nangokwandisa ngokuthe ngcembe isiseko sabathengi bethu."
Uthe i-Sweetgreen ibonise umdla oqinileyo kuzo zombini inguqulelo yasimahla kunye nehlawulelwayo, zombini ezivumela ukwenziwa ngokwezifiso okubanzi kunye nezibonelelo ezilungiselelwe ngokwezifiso.
“Indlela esakha ngayo isinike ubuntu obukhulu,” utshilo. "Singachitha imali ngokufanelekileyo ekuthengiseni nasekupapasheni kunye nendlela yokwandisa amaxesha eendwendwe ngaphandle kokubhenela kumlinganiselo omnye."
Iintengiso zeDigital zibalelwa kwi-61% yengeniso ye-Sweetgreen kwikota yokuqala, malunga nesibini kwisithathu sentengiso evela kumzila othe ngqo we-brand. Ukukhawulezisa ukwamkelwa kwedijithali kuzise ikota eyomeleleyo, kunye ne-Sweetgreen ithumela ingeniso eyomeleleyo kunye nokunciphisa ilahleko yayo. Iziphumo zinika uNeman ukuzithemba kumandla enkampani ukuba abe nengeniso okokuqala ngo-2024.
Ukuthengiswa kwekota yokuqala kwenyuka i-22% ukuya kwi-125.1 yezigidi zeedola, kunye nokuthengiswa kwevenkile efanayo kunyuke nge-5%. Ukukhula okuthelekisayo kuquke ukonyuka kwe-2% kwimithamo yentengiselwano kwaye kwaxhamla ekunyukeni kwe-3% kumaxabiso emenyu aphunyezwe ngoJanuwari. Ingeniso yenkampani ye-AUV inyuke yaya kutsho kwi-2.9 yezigidi zeedola ukusuka kwi-2.8 yezigidi zeedola kwikota yokuqala ka-2022.
Imida yomgangatho wokutyela yahlala izinzile kwi-14%, ihle ukusuka kwi-13% kunyaka ophelileyo. Ilahleko ehlengahlengisiweyo ye-EBITDA yekota ibiyi-6.7 yezigidi zeerandi, ezantsi ukusuka kwi-17 yezigidi zeedola kwikota yokuqala ka-2022. Ngaphandle kwempembelelo yoMthetho we-CARES Act wokubamba irhafu yabasebenzi, imida yenqanaba lokutyela ibiya kuba yi-12% kunye nelahleko ehlengahlengisiweyo ye-EBITDA ye-13.6 yezigidi zeedola.
Ukutya, isiselo kunye neendleko zokupakisha zibalelwa kwi-28% yengeniso yekota kwaye yayingamanqaku angama-200 aphezulu kunowama-2022. Ukonyuka kungenxa yokuphazamiseka kokupakisha inkampani ejongene nayo ekuqaleni konyaka. Iindleko zezabasebenzi kunye neziyeleleneyo zibalelwa kuma-31% engeniso, phantsi kwamanqaku asisiseko angama-200 ukusuka kwixesha elifanayo kunyaka ophelileyo.
Iindleko zeSweetgreen jikelele nezolawulo zekota bezizizigidi ezingama-34.98 zeerandi, zehle i-15.3 yezigidi zeedola ukusuka kunyaka ongaphambili, ngenxa yokuhla kweendleko zembuyekezo esekwe kwisabelo se-$7.9 yezigidi, ukuncipha kwe-5. 1 yezigidi zeerandi kwiinzuzo ezinxulumene neTyala yeRhafu yoGcino lwabaSebenzi kunye nemivuzo yesigqeba kunye nezibonelelo. .
Iindleko eziphantsi, ezidityaniswa nengeniso ephezulu yokutyela, incede iSweetgreen yehlise ilahleko yayo ukuya kutsho kwi-33.7 yezigidi zeedola ukusuka kwi-49.7 yezigidi zeedola kunyaka ophelileyo.
Ukongeza kokulungelelanisa ubunkokeli bayo, inkampani ibhengeze ekuqaleni kwalo nyaka ukuba ithatha amanyathelo okulawula iindleko, ukunciphisa iindleko zeziko lenkxaso ukusuka kwi-108 yezigidi zeedola kwi-2022 ukuya kwi-98 yezigidi zeedola ngo-2023. U-Neman ulindele iindleko zeziko lenkxaso njengepesenti yengeniso ukukhula kwe-16-17% kunyaka opheleleyo, ukusuka kwi-30% kwi-2019.
“Akukho mathandabuzo okuba ukuqhubeka nokuphucula ukusebenza kakuhle kweziko lethu lenkxaso yeyona nto iphambili kwiqela lethu labaphathi,” utshilo. "Siza kuqhubeka nokuphuhlisa iziko lenkxaso kuphela ukuba utyalo-mali olongezelelweyo luvelisa imbuyekezo ebonakalayo kwinkunzi."
I-Sweetgreen iphinde yathatha indlela eqeqeshekileyo yokwandisa ubukho bayo, ukuvula iivenkile ezintsha ngokukhawuleza kwaye igxininisa "umgangatho phezu kobuninzi" xa ungena kwiimarike ezintsha. Inkampani iceba ukuvula iivenkile ezitsha ze-30-35 kulo nyaka, ukusuka kwiivenkile ze-39 ezivulwe ngo-2022. Kwikota yokuqala, inkampani yavula iindawo zokutyela ze-12 kwaye yavala ezintathu, iphetha ikota kunye neevenkile ze-195. U-CFO Mitch Rebeck uthe zonke iivenkile ezivaliweyo zineevenkile ezikufutshane ezibonelela "ngamava angcono kubathengi kunye namalungu eqela," evumela ukuba i-Sweetgreen ixhamle ngokutshintsha intengiso ukusuka kwesinye ivenkile ukuya kwenye.
Ukongeza ekunciphiseni iindleko kunye nokuthatha indlela elumke ngakumbi ekukhuleni, i-Sweetgreen ijonga inkqubo yayo yokuthembeka njengento ekhuthaza ukwanda kwentengiso kunye nokuzuza inzuzo. Enye i-catalyst ibonelela ngemenyu ebanzi.
Ingxabano emfutshane yomthetho kunye neChipotle Mexican Grill ayikhange iwathobe amathemba kaNieman malunga nemenyu yamva nje yohlobo. Kwiintsuku nje emva kokuba inkampani ikhuphe iChipotle Chicken Burrito Bowl, ihlawuliswe njengesitya sokuqala ngaphandle kwemifuno, iChipotle yafaka isimangalo etyhola ikhonkco lesaladi lokwaphulwa kwelungelo lokushicilela. Abakhuphisana abakhawulezayo bakhawuleza benza isivumelwano, kwaye iSweetgreen yatshintsha igama lemveliso yaba yiChicken + Chipotle Pepper Bowl.
Nokuba i-post-launch rebrand, isitya se-burrito sisasebenza ngokugqithisileyo kwaye sigqithile kwiinjongo zokufunyanwa kwabathengi, yaba yenye yeemveliso ezintlanu eziphambili zeSweetgreen.
U-Niemann uthe inkampani "inesicwangciso semenyu esomeleleyo" esibandakanya ukuvavanya ukutya okuziinkozo kunye neeprotheni ezinempilo kunye nokusebenzisana nabapheki abanempembelelo. Uncamathiselo olukwinqanaba eliphezulu yenye indawo ekugxilwe kuyo. I-brand isandula kukhupha i-hummus njengesitya esisecaleni sesonka se-focaccia. Inkampani ikwandise iziselo zayo ngeenketho ezintsha zesoda esempilweni kwaye yongeza idizethi entsha yetshokholethi kwimenyu yayo.
"Nangona esi sisiqalo nje, sele sibona ukunyuka kweeprimiyamu eziphantse zibe ngama-25% kwiiveki ezintathu zokuqala," utshilo uNeman. "Sikholelwa ukuba amathuba emida aya kudala elinye ithuba elibalulekileyo le-Sweetgreen kwiminyaka ezayo."
Ileta yeendaba ye-imeyile kahlanu ngeveki ekugcina usexesheni ngeendaba zamva nje zeshishini kunye nokuba yintoni entsha kwisiza.