Why does a $16 salad spark outrage in some and spark joy in others? It’s not just about lettuce and dressing—it’s about value, emotion, identity, and belief. As Sweetgreen’s co-founder recently said in an interview, pricing isn’t only about what something costs—it’s about what it means. And that changes everything.
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Pricing Is Emotional
We often assume pricing is rational. It’s not.
Seth Godin, marketing guru and bestselling author, says it best: “Price is a story.” People don’t just buy with their wallets; they buy with their feelings. A $16 salad might feel expensive to someone comparing it to a $6 fast-food meal. But to someone who values organic farming, sustainable practices, and paying workers fairly—it feels like alignment with their values.
Sweetgreen’s founder explained it like this: “There’s the cost to you, but when you eat certain things, what’s the cost to your health? What’s the cost to the environment?” That’s pricing reframed. It’s not about what’s on the receipt—it’s about what’s behind the receipt.
Pricing Is a Signal of Value
Myron Golden, business strategist and sales expert, teaches entrepreneurs to “never apologize for your price.” Why? Because your price tells people what kind of transformation you’re offering. He often says: “People don’t buy products—they buy outcomes.”
When you price low, you’re not always being accessible—you might be signaling that the outcome you offer isn’t that valuable. Golden encourages businesses to price in proportion to the perceived and delivered transformation. A cheap salad fills a stomach. A $16 Sweetgreen salad fuels a lifestyle.
The Right Price Finds the Right Customer
Seth Godin reminds us: “You’re not for everyone—and that’s okay.” If your price feels “too high” to the wrong person, that’s not a pricing problem—it’s a positioning problem. You don’t need to convince everyone. You need to resonate deeply with someone.
For Sweetgreen, they’ve built a customer base that values health, sustainability, and food transparency. They’re not trying to be the cheapest salad on the street. They’re trying to be the most aligned with their customers’ priorities.
What Entrepreneurs Can Learn About Pricing
- Anchor pricing in value, not just cost. Are you solving a problem? Creating an experience? Delivering transformation? Price for that.
- Don’t fear being “too expensive.” Myron Golden says that “high prices attract high-quality clients.” Price can filter in the best-fit buyers.
- Tell the story behind your price. Seth Godin would argue that pricing is marketing. Your price should reinforce your brand’s story, values, and uniqueness.
- Let your price reflect your promise. If you’re promising premium service, a premium transformation, or deep impact—your price should back that up.
Final Thought: Pricing Is a Conversation
Sweetgreen’s $16 salad isn’t for everyone—and it’s not trying to be. But for its right audience, it’s more than a meal. It’s a statement. A choice. A commitment. As entrepreneurs, the same applies to whatever you’re selling. Price isn’t just a number. It’s a message. Make sure yours is saying the right thing.
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