At StatSocial, we love data. And we especially love taking deep dives into the audiences of some of our favorite brands. A little while back, we dove into the core audience of LaCroix, and today we are back at it with more insights–this time for Sweetgreen.
Sweetgreen has been a powerhouse in the fast casual food scene since 2007 and they are showing no signs of slowing down anytime soon. Just this year alone, they have seen a 21% increase in sales compared to this time last year. So who are the customers driving sales and ordering all those salads? In this blog we’ll do exactly that–uncover Sweetgreen’s loyal base, shedding light on their media preferences, trusted influencers, brand affinities, demographics and more, plus provide examples of how these insights can be leveraged to fuel future marketing campaigns.
About StatSocial
Before we dive into Sweetgreen connoisseurs, it’s important we shed some light on StatSocial’s platform and capabilities.
StatSocial is the industry’s only audience intelligence platform to provide self-declared insights on any consumer, brand or social audience across major social channels. In other words, while other platforms capture consumer insights from Twitter/X alone, StatSocial’s platform captures insights from Instagram, Linkedin, YouTube, Twitter/X, TikTok, Twitch, and beyond, delivering a holistic understanding of any audience’s:
- Dynamic persona clusters
- Media preferences
- Favorite influencers
- Brand affinities
- Social media preferences
- Key interests & passions
- Personality traits
- Political leanings
So…who is Sweetgreen’s audience?
1. Dynamic persona clusters
Within every insights report, an audience is broken up into individual audience segments or personas. These dynamic persona clusters give you a visual map of the types of people that make up your audience. You can even dive deeper, generating an insights report for each persona.
Sweetgreen’s audience makes up 4 personas: Trendy Tastemakers, Gourmet Globetrotters, Politico Hipsters, and Suburban Shoppers.
Within the persona clusters tab of an insights report, you can find a quick summary of each that lists a brief description, their top influencers, brands, and media preferences as well as high-level demographics.
2. Media Preferences
Understanding your audience’s media preferences is key to creating effective campaigns, ensuring your valuable marketing dollars and messaging reaches them across the channels they engage on most.
For example, if Sweetgreen wanted to partner with podcasts to promote their brand or new menu offering they should strongly consider partnering with On Purpose with Jay Shetty as their audience is nearly 11x more likely to listen to that podcast.
3. Top Influencers
Choosing the right influencers to partner with can make or break your campaigns, and knowing who resonates with your audience is key.
Sweetgreen has a history of working with celebrity chefs when creating new and exciting menu items, so we pulled a list of their audiences’ top food influencers and chefs they should seriously consider partnering with.
Alternatively, if Sweetgreen already had a set of influencers in mind for their next partnership, they could leverage the platform to validate them, ensuring the influencer’s audience aligned with their core customer group or ideal target market they were looking to reach.
4. Social Media Preference
Which social media platforms your audience frequent can play a big role in how you structure your next ad campaign. If you were to rely on preconceived notions about who your audience is and where they spend their time, you could be missing out on reaching key members of your audience.
For example, Sweetgreen might be surprised to find out that their audience has a large presence on Reddit (1.79x more likely to be active on Reddit).
5. Key Interests & Passions
Interests are key to better understanding your audience and what drives them. From their top 10 interests, we can see that Sweetgreen’s audience cares about different aspects of their health and fitness, education, beauty, and technology. These insights indicate their audience is likely health-conscious, beauty focused, and values education. Sweetgreen might want to take these interests into consideration when crafting their messaging strategy for future campaigns.
6. Political Leanings & Affinities
Another way to better understand your audience is to understand what motivates them politically, both where they fall in the conservative-progressive compass as well as the key issues they care about.
It feels like politics are everywhere nowadays, knowing the issues that your audience cares about can help determine how they might respond if you were to take a stance on a certain political issue or partner with an influencer that was heavily conservative or liberal. Sweetgreen’s audience tends to care about policy specific issues.
Brand affinities
Within StatSocial’s platform, it’s easy to identify other brands your audience has an affinity for. With Sweetgreen’s audience, we can see they show an interest in many organizations that focus on non-GMO and organic food. If Sweetgreen wanted to, they could partner with one of these organizations to promote their use of non-GMO/organic products, or they could run campaigns that more heavily focus on the produce they use.
It’s time you to start better understanding your audience
Self-declared audience data is a game-changer. Sweetgreen’s audience is a diverse group of people who have their own unique interests, preferences, favorite influencers etc. and by taking an audience-first approach, Sweetgreen can make sure they are getting the right message to them where it counts.
Looking to better understand and reach your audience effectively? Schedule a demo with a member of our team, or check out the following resources to learn more about how you can strengthen and grow your marketing efforts with StatSocial’s platform:
> How you can elevate your media planning with StatSocial
> The importance of cross-platform consumer insights
> StatSocial vs. other consumer insight platforms