Chefs+Tech: Tender Greens Readies for Growth with a New Look and Updated Tech
Skift Take
It'll take more than just a new logo to compete in the crowded healthy-food-fast market. The Tender Greens refresh looks great, but its new restaurant practices, menu items, and technology will make or break the growing business.
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We see this as a natural expansion of the Skift umbrella, bringing the big-picture view on the future of dining out, being fanatically focused on the guest experience, and at the intersection of marketing and tech.
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What It Takes to Grow a Brand Nationwide
In 2015, Danny Meyer’s Union Square Hospitality Group made its first outside investment in California’s Tender Greens, an upscale fast-casual chain with a focus on local ingredients at its then 21 locations. (The company’s founder calls it “fine-casual.”) Now, Tender Greens has unveiled its new brand identity, presumably readying itself for a larger expansion.
Expect a completely new look for the 12-year-old chain as it completely revamps its physical restaurants and associated branding. The new logo and website was unveiled last week, and an associated mobile app and loyalty program is coming in September. Also new: its logo, uniforms, and packaging, plus operational changes to make service faster, like
