For Sweetgreen’s first Korean inspired menu, we developed a strategy that connected the brand’s farm fresh identity with the culinary credibility of Cote, the only Michelin starred Korean steakhouse in the United States. The strategic opportunity centered on accessibility. Cote’s dining experience is highly sought after and reservations are limited, by partnering with Cote, Sweetgreen could offer guests a rare chance to experience the flavors and techniques of a world class steakhouse through a format that is fast, approachable, and price accessible.