Sweetgreen’s new experimental ‘3.0’ location somehow makes ordering lunch even worse (Via EaterNY)
article, a weeks-old experimental location is supposed to be something much grander: “a cross between an Apple store,” an institution famous for its absence of checkout queues, “and a farmer’s market.”
Just before 1 p.m. on a recent Monday, a DMV-like line snakes its way through the front of the space as folks wait to speak to one of those tablet-wielding “ambassadors.” This is the absolute opposite of an Apple Store. In the back half of the room, throngs of patrons mindlessly stare at the green shelves, waiting for their food to appear. A digital board shows 60 names waiting for fresh, crisp salads.
The experimental new Sweetgreen is a psychiatric test designed to measure adverse reactions to stress. Unfortunately, this Sweetgreen seems to be struggling with the very basics of hospitality, service, common sense, and making good ingredients not taste terrible. Good luck finding the price of a tin of loose jasmine tea, which is on sale in a section called “the market.” As at a chic department store, prices for expensive goods aren’t located on the product themselves but rather on small, hard-to-read placards.
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