The festival is a big step toward extending
the brand to music, travel, and fashion.
whether nachos should be on the menu.
Finally, it was May 1. The doors
Sweetgreen won the nacho battle, but it
couldn’t eliminate junk food altogether.
Still, it pushed for healthier ingredients.
opened at noon, and the Sweetgreen
founders were all over the place—min-
gling with the growing crowd, filming
webcasts with band members, hanging
out backstage. At one point, they took
in the view from the pavilion roof,
astonished at how smoothly everything
was going. “It felt more like a Sweet-
green event than a Merriweather show,”
says Zach Goodwin, guitarist for open-
ing act Modern Man. “Their food was
everywhere, but more than that, there
was a homegrown, hand-built vibe.”
Speaking of the food, Sweetgreen’s
instincts were right on: The organic
greens and the quinoa cups with
roasted asparagus sold out. “We proved
that just because people are drinking in
the sun all day, it doesn’t mean they’ll
only eat pizza,” says Ru. The salad stand
was so popular, Sweetgreen was asked
by Charm City to do another one a few
weeks later at a Katy Perry concert.
Parents just got a lot more horsepower.