It’s All Sweetgreen

As anything scales too effectively - from fashion to restaurants to music - the market opens for more non-scalable alternatives. Once Starbucks opens on every block, many of us crave the artisanal coffee shop. Once our favorite Italian restaurant becomes a chain of three, we grow tired of it. Why? First, so much of what we buy and do is tied up in ... See more

As anything scales too effectively – from restaurants and ad agencies to social networks and search engines – the market opens for more non-scalable alternatives. Once Starbucks opens on every block, we crave the artisanal coffee shop. There's the identity piece of it, where we want some degree of distinctiveness. But there's a practical side too: ... See more