Sweetgreen Hopes Its Health-Minded Customers Will Want Fries

Be careful when you stray too far from your core mission

Long ago, when I took a marketing class in undergrad, our professor hammered home a basic principle: a brand is a promise that you make to your audience.

The most successful brands have always kept that in mind. But stray too far from your mission, and you can wade into trouble.

I thought of that last week when I drove past a local outlet of Sweetgreen, w…