We tackled the tensions in our pursuit from a few angles. From a culinary perspective, we innovated on the salad itself. First, we confirmed that many consumers use the drive-thru for delayed consumption and often eat their drive-thru meals while parked or back home. Second, we simply made our salads easier to eat on-the-go, designing “spoonable” chopped salads that don’t require any bite-building, and the option to get every salad in a portable wrap format. We learned that our target consumers aren’t looking for the ultimate health play, rather they want something that feels mildly ‘better for them’ without sacrificing saucy, crunchy, indulgent flavor. The result? ‘Salad-so-flavorful-you-forget-it’s-a-salad’ salad.

From a design perspective, we leaned away from the ‘health-core’ aesthetic of most modern salad brands, and introduced more bold graphics and colorways that breathe new life into the segment while maintaining necessary category cues. The store itself features no seating or on-premise dining, and so it was crucial to design a drive-thru that makes an impact. Hence, the green lane. As guests navigate through the drive-thru, they watch our custom lenticular facade evolve as they enter into a covered trellis with digital storytelling along each step of the journey. Here, you are immersed in the Greenlane experience without stepping foot inside.