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Spyce.com: The Green Machine That Rebranded
How a robotics-driven salad startup pivoted to become a fast-casual giant
The domain spyce.com redirects to sweetgreen.com, masking the origin story of a robotics-driven startup that aimed to automate the salad bowl. This is the tale of a pivot that traded kitchen robots for community impact.
"They didn't just pivot the business model; they pivoted the entire brand identity, leaving the 'spyce' behind to scale 'sweetgreen'."
The Founding Vision
Founded by Kale Rogers and his team, Spyce wasn't just another salad chain. It was a hardware play. The vision was to use robotics to drive down costs and increase consistency in fast-casual dining, a notoriously high-labor industry. The original team of 24 was lean, focused on engineering and food science.
The Sweetgreen Absorption
The narrative shifts dramatically with the acquisition by Sweetgreen. The domain spyce.com, once a landing page for a robotic kitchen, now serves as a redirect for a $100M+ revenue giant. The original $2.9M revenue figure represents the pre-acquisition scale—a proof of concept that attracted a major industry player.
For investors and founders, this is a masterclass in exit strategy. Spyce proved the tech, validated the unit economics with limited capital, and exited to a strategic buyer looking to modernize its own operations. The tech stack—Tailwind, PWA, and heavy tracking pixels—now belongs to Sweetgreen, suggesting the core tech was integrated or deprecated in favor of the parent's infrastructure.
- Hardware-to-Software Exit: Validated robotics tech through a food concept.
- Strategic Acquisition: Bought by a category leader (Sweetgreen) rather than scaling independently.
- Brand Erasure: The Spyce identity was fully absorbed, leaving no standalone web presence.
- Lean Operations: Ran a high-tech operation with just 24 employees pre-acquisition.
The Ghost in the Machine
Spyce.com is a digital tombstone for a successful hardware startup pivot. It proves that in food tech, the ultimate win isn't always IPO—it's becoming indispensable to the giants.
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Meta Tags
sweetgreen | Inspiring healthier communities
Simple, seasonal, healthy salads and grain bowls made in-house from scratch, using whole produce delivered that morning.
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About spyce.com
Simple, seasonal, healthy salads and grain bowls made in-house from scratch, using whole produce delivered that morning.
Company Overview
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Technology Stack
spyce.com uses 16 technologies across their website including Amazon Web Services, AWS CloudFront, OneTrust, DoubleClick Floodlight, Snapchat Pixel, and more.
Cloud & Hosting
Amazon Web Services, AWS CloudFront
Privacy & Consent
OneTrust
Advertising
DoubleClick Floodlight, Snapchat Pixel, LinkedIn Insight Tag, TikTok Pixel +2 more
Analytics & Marketing
Google Tag Manager, Google Analytics
Performance
Lazy Loading
Web Standards
Twitter Cards, PWA
Traffic & Audience
spyce.com receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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