Sweetgreen debuts mega-protein bowl

The new Power Max Protein Bowl is priced at $22.45. | Photo courtesy of Sweetgreen.

Sweetgreen is leaning in even more on the protein craze.

This week, the fast-casual chain is launching a Power Max Protein Bowl limited-time offer with a whopping 106 grams of protein, as well as two new dishes using the Caramelized Garlic Steak launched last year.

The move comes after Sweetgreen last week announced the launch of a new digital tool that allows guests to track the macronutrients in each dish. It’s designed, in particular, to appeal to the growing number of consumers looking for more protein. Sweetgreen also is promoting 12 entrees that feature more than 30 grams of protein.

Those dishes, however, are weaklings compared with the new Power Max bowl, which features four servings of roasted chicken, double portions of herbed quinoa and spicy broccoli, topped with Green Goddess Ranch dressing.

In addition to the 106 grams of protein, the bowl has 48 grams of carbs, 60 grams of fat and 1,120 calories. (The U.S. Department of Agriculture recommends people get 10% of their daily calories from protein, or 50 grams for a 2,000-calorie diet. Many people, particularly those taking popular weight-loss drugs, look to consume far more than that.)

It’s also the most expensive offering on the menu, priced $22.45, while other bowls are under $17.

The two new steak dishes are more moderately priced, including:

The Steak Mezze Plate, which features the Caramelized Garlic Steak with white rice, hummus, pickled onions, cucumbers, tomatoes and crispy onions, topped with a lime-cilantro-jalapeno vinaigrette. It has 34 grams of protein and is priced at $15.15.

The Steak Honey Crunch Bowl, featuring steak layered on romaine lettuce with quinoa, pickled onions and tomatoes and topped with garlic breadcrumbs and a drizzle of hot honey mustard sauce. It has 33 grams of protein, and is priced at $15.45.

Sweetgreen has been struggling to turn around sinking sales, which the company has blamed in part on macroeconomic pressures on younger consumers. Traffic and mix fell 11.7% during the third quarter, and the company said sales among 25- to 35-year olds was down about 15%.

Many consumers in that age group, however, are obsessed with protein, and Sweetgreen hopes to up its perception of value by offering more to meet that demand.

The question remains, however, whether a $22 bowl will change that perception of value.

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