How Sweetgreen Became Millennial Cringe

This article analyzes the decline of Sweetgreen, a fast-casual salad chain, from a symbol of millennial aspiration and productivity to "millennial cringe." It explores how the chain, once celebrated for its organic produce and efficient online ordering, struggled with profitability despite efforts to adapt to new dining trends. The piece suggests that Sweetgreen's fall reflects a broader cultural shift from the optimism of the 2010s, when health and productivity were paramount, to a more nihilistic outlook, where the value proposition of an expensive salad no longer resonates with consumers facing economic pressures and a changing cultural landscape.