America's favorite salad chain finally admits high prices have led to a sales slump

High Prices Bite Back: America’s Favorite Salad Chain Faces Sales Slump

The trendy salad chain, once a favorite lunch destination for young professionals, has reported declining sales and is now working to win customers back through more affordable options and a renewed focus on protein.

Sweet green attributed the slowdown to reduced spending among 25- to 35-year-olds a demographic that once fueled its growth but is now tightening budgets as restaurant prices continue to rise.

The chain’s own prices haven’t helped. With some salads priced over $15, even loyal customers are hesitating.

Sales plunged 9.5 percent compared to last year, according to Sweet green’s third-quarter earnings call.

In response, the brand is focusing on two priorities: value and protein. The latest diet trends have seen Americans increasing their protein intake, and Sweet green hopes to capitalize on this shift.

To appeal to health-conscious customers, the company is launching a new “macro-tracking” feature, allowing diners to see exactly how much protein, fat, and carbohydrates are in each meal — and how ingredient swaps affect the nutritional balance.

The fast‑casual salad sector is facing a reckoning. Once celebrated for offering fresh, customizable meals and premium “health‑forward” options, the category is now contending with rising prices and shifting consumer behavior. One of the most visible players in this space, Sweet green, recently admitted that high prices have contributed materially to its declining sales and favorite‑status tumble.

The current situation

• Sweet green reported a 9.5% decline in same‑store sales in Q3 2025, driven by an 11.7% drop in traffic, even while menu prices rose ~2.2%. 

• Earlier in 2025, its same‑store sales fell 3.1% in Q1, marking the first decline since it became a public company. 

• Analysts at J.P. Morgan flagged that Sweet green’s average salads (priced in the $13–17 range) are 7% to 30% higher than competitor offerings and warned that value perception is eroding. 

• The broader “fast‑casual bowl/salad” space (including players like Cava and Chipotle Mexican Grill) is also seeing same‑store sales growth decelerate, and consumers trading down. 

What’s driving this slump?

1. Price sensitivity is rising
   With inflation, higher food/labor costs, and uncertain consumer sentiment, customers are more cautious about spending. Sweet green’s CEO Jonathan Neman acknowledged this: they’re seeing a “more cautious consumer environment” beginning in April. 

   “They really are… give you the tiniest portions of protein I’ve ever seen It’s a joke.” Reddit user commenting on premium salads 

   The backlash in social media underscores how consumers perceive a mismatch between cost and value in this segment.

2. Perceived value vs actual cost isn’t aligning
   While premium ingredients and customization were once differentiators, many consumers now compare the cost of a $15–$20 salad to alternatives (either simpler meals out, or cooking at home). Sweet green itself noted it is “one of the more expensive healthy‑restaurant options, with salads costing $16 on average”. 

   The brand’s attempt to boost value by increasing protein portions (e.g., chicken and tofu up 25%) has come at a cost to margins. 

3. Traffic and frequency are dropping
   It isn’t just average transaction size — it’s fewer visits. Sweet green reported a drop in traffic and noted that its core demographic (ages 25‑35 in major metro areas) is pulling back. 

   Urban office‑return trends are sluggish, and many lunch occasions that fueled these chains during pandemic recovery are ebbing.

4. Competition and alternatives are stronger
   With more value‑oriented options, quick‑service chains, grocery‑prepared meals, and home cooking are becoming stronger competitors. As one analyst put it: “We’re not losing them to the competition. We’re losing them to grocery and food at home.” 

Why this matters

For consumers:

• If you’re spending $15–20 for a salad bowl, you may start wondering whether you’re getting sufficient value — in portion, ingredients, or experience.

• As these premium salad chains recalibrate, expect more promotional offers, value‑add items (larger proteins, loyalty drops), and potential price adjustments.

For the brands:

• Maintaining growth in this segment means balancing cost inflation (fresh produce, labor, real estate) with pricing that consumers are willing to bear.

• Value perception will be key — not just price but portions, customization, convenience, loyalty rewards, and overall experience.

• Strategic shifts (e.g., suburban expansion, menu innovation, technology/automation) are underway but may take time to produce results. 

What needs to happen for recovery

• Re‑establish value from the customer’s view: This might mean tiered pricing, bundled meals, loyalty discounts, or “entry level” salads to bring consumers in.

• Innovate the menu meaningfully: Larger proteins, upgraded recipes, tech‑enabled ordering, convenience formats (pick‑up, delivery) all matter. Sweet green is increasing portions and testing new formats. 

• Optimize operations & cost structure: Automation, efficient sourcing, and scale can help absorb inflation without passing full cost onto guests. Sweet green has been rolling out its “Infinite Kitchen” concept. 

• Expand into value‑driven markets: Suburban locations, non‑premium price segments, or hybrid formats may open new customer funnels.

• Communicate transparently: If consumers feel they’re paying “premium but getting less,” brand loyalty erodes. Monitoring perception is critical.

Takeaway

The premium salad boom of the past few years is encountering the broader headwinds of inflation, shrinking discretionary spending, and heightened value expectations. While health‑forward, fast‑casual salad chains offered a compelling alternative in the past, the shifting macro‑environment demands a refreshed value proposition.

For brands like Sweet green, the strategy moving forward hinges on restoring perception (and reality) of value, balancing price with portion/quality, and adapting business models to evolving consumer budgets. For consumers, the message is clear: Don’t assume “healthy eats” always carry inherent value  pricing, portion size, and choice matter more than ever.