Facing the need to drive in traffic, Sweetgreen is bringing new firepower:
Baby goats.
The fast-casual chain on Tuesday unveiled its latest installment of an ongoing “Faces of the Farm” series spotlighting the farmers who work with the brand. This month, the focus is on Drake Family Farms, a California goat cheese producer, whose product is the star of two summer seasonal dishes at Sweetgreen: the Peach + Goat Cheese and Elote bowls.
For the campaign, Sweetgreen invited goat farmer Dan Drake to New York City to see the debut of a billboard on Times Square showing a video of his beloved goats. Drake had never been to New York before.
In addition, Drake is scheduled to appear at a Los Angeles-area Sweetgreen location with baby goats in tow.
On Aug. 23, guests will be able to hold baby goats from Drake Family Farms at a unit in Silverlake, starting at 11 a.m.
“One of the best things you can do is hold baby goats—it’s scientifically proven to reset your chakra,” said Drake, in a statement.
For Sweetgreen, which recently celebrated its 18-year anniversary, the goal is to connect customers with local suppliers, some of whom have worked with the brand since the chain was launched in Washington, D.C.
Sadly, the goat holding event will be limited to one store on one day. If goat holding could go national, no doubt it would be an immediate cure for weakening sales.
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