Tender Greens
- Company typePrivate
- Founded2006
- HeadquartersLos Angeles, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
Tender Greens firmographics
Firmographics- Name
- Tender Greens
- Legal name
- OTRB Tender Greens, LLC
- Website
- https://tendergreens.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Tender Greens industry classification
Industry- Product category
- Fast-Casual Restaurant Services
- NAICS
- Limited-Service Restaurants (722513)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Salad & Bowl Concepts (Grain/Protein/Healthy Bowls) (THAFABAF)
- akta.pro secondary industries
- Healthy/Salad/Grain Bowl QSR (THAFAAAJ), Specialty & Dietary Catering (Vegan, Kosher, Halal, Allergy-Friendly) (HSACAGAH)
Keywords
Where Tender Greens is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices23 records
Markets served
Tender Greens business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Restaurant Dining Sales: Revenue from in-restaurant dining at 22 company-owned California locations. Customers purchase made-to-order salads, bowls, plates, sandwiches, and other menu items.
- Online and Takeout Orders: Revenue from online orders placed via website and mobile app, including pickup and delivery orders.
- Catering Services: Corporate and private event catering services with family-style meals for groups, featuring proteins, salads, and sides for pickup or delivery.
- Gift Cards: Physical and digital gift cards sold at restaurant locations and online, providing stored-value revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual menu items (plates, bowls, salads, sandwiches) |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Tender Greens product offering
Product offeringCore offering
Tender Greens is a California-based fast-casual restaurant chain operating 22 company-owned locations that serve chef-driven, locally-sourced American cuisine. Its core offerings are made-to-order bowls, plates, salads, sandwiches, family meals, and seasonal specials built around a customizable protein/green/side format. The company also runs catering services for corporate and private events, a TenderRewards loyalty program, and direct online/app ordering for pickup and delivery.
Product overview
Tender Greens is a California-based fast-casual restaurant chain offering chef-driven, locally sourced American cuisine. The company operates 22 company-owned locations across Los Angeles, Orange County, San Diego, and San Francisco Bay Area. The product portfolio centers on made-from-scratch bowls, plates, salads, sandwiches, and family meals with customizable protein, green, and side options. Digital offerings include an online ordering platform (order.tendergreens.com), iOS/Android mobile app with TenderRewards loyalty program (earn 1 point per $1 spent, redeemable for food rewards), and catering services for events. The TenderRewards program, powered by PAR Technology (Punchh), integrates with online and in-restaurant ordering for seamless point earning and redemption. Catering services are available through catering.tendergreens.com. Gift cards are available in physical and digital formats.
Differentiator
Problem solved
Functional benefit
Products and services
- TenderRewards Loyalty Program Points-based loyalty program where members earn 1 point per $1 spent and redeem points for free cookies, sides, drinks, proteins, pasta, sandwiches, burgers, and percentage discounts. Integrated with the mobile app and in-restaurant QR code scanning.
- Tender Greens Mobile App iOS and Android mobile application enabling online food ordering, loyalty points tracking, reward redemption, and in-restaurant QR code scanning. Available on the Apple App Store and Google Play Store.
- Online Ordering Platform Website-based ordering system at order.tendergreens.com that lets customers place food orders for pickup and delivery. Powered by Olo third-party ordering service.
- Catering Services Corporate and private event catering service providing family-style meals for groups of 4 or more, with choice of protein, salad, and side. Ordered via catering.tendergreens.com or through the catering concierge, with a 15-hour advance notice.
- Gift Cards Physical gift cards available at restaurant locations and digital/electronic gift cards available online at tendergreens.securetree.com. Cards never expire, no fees, with a maximum balance of $500 per card and a $2,000 daily activity limit.
- Bowls (Signature Menu Category) Signature bowl dishes including Longevity Bowl, California Bowl, Bolognese Pasta, Thai Bowl, Pacific Bowl, Happier Vegan, and Chicken Pesto bowl, available with choice of protein.
- Plates (Build-Your-Own Menu Category) Build-your-own plates with choice of protein (Salt & Pepper Chicken, Chipotle BBQ Chicken, Country-Style Fried Chicken, Falafel, Grilled Salmon, Grilled Steak, Seared Tuna, Grilled Shrimp, Grilled Sea Bass), green (Baby Greens, Romaine Hearts, Baby Arugula, Baby Spinach), and side (Mashed Potatoes, Roasted Potatoes, Seasoned Fries, Sushi Rice, Cilantro Lime Brown Rice, Seasonal Vegetables, Braised Beans, Farro Salad, Roasted Beets, Mac & Cheese).
- Salads (Pre-Designed Menu Category) Pre-designed salad entrees including Chipotle BBQ Chicken Salad, Tuna Nicoise, Grilled Chicken Cobb, Mediterranean Steak Salad, Harvest Chicken Salad, Italian Chop, and Grilled Salmon Salad.
- Sandwiches (Menu Category) Sandwich offerings including Fried Chicken Sandwich, Chicken Pesto, Salami & Provolone, Tomato Mozzarella, Avocado Toast, Chipotle BBQ Chicken Sandwich, and the Tender Burger.
- Family Meals Group meal packages for 4 featuring choice of protein (Steak, Salt & Pepper Chicken, Chipotle Chicken, Salmon, Sea bass, Short Rib), salad, and side with crostini included.
- Restaurant Locations (Dine-In Service) Fast-casual restaurant chain with 22 company-owned dine-in locations across California, each with its own executive chef. Locations span Los Angeles metro, Orange County, San Diego, and the San Francisco Bay Area.
Companies that use Tender Greens
Customer profileSegments2 records
Ideal customer profiles2 records
Tender Greens technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature2 records
Tender Greens partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- Uber EatsminorThird-party food delivery partnership allowing customers to order Tender Greens for delivery through the Uber Eats platform. The FAQ confirms food is available through Uber Eats in addition to direct website and app ordering.
- Olo Inc.coreOnline ordering service provider powering the restaurant's digital ordering infrastructure. The legal documentation confirms orders placed through the Services are directed to Olo, and their privacy policy governs order processing including payment information.
- PAR TechnologycoreCustomer loyalty and rewards program technology provider. PAR's services support the TenderRewards loyalty program, special offers, and similar programs, handling member data including purchases and personal information.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Tender Greens competitors and assessment
Company assessmentDirect peers
- Veggie Grill: Plant-based fast-casual chain with strong California presence. Competes in the health-conscious, chef-prepared bowl/sandwich segment adjacent to Tender Greens' core offering.
- True Food Kitchen: Health-focused fast-casual restaurant group with seasonal, ingredient-driven menus. Comparable to Tender Greens on premium positioning and chef-driven seasonal specials.
- CAVA: Public fast-casual Mediterranean bowl chain. Competes with Tender Greens in customizable, healthy, build-your-own bowls and shares the premium, ingredient-forward positioning.
- Mendocino Farms: California-based premium fast-casual sandwich and salad chain. Overlaps with Tender Greens on chef-driven menus, locally sourced ingredients, and California geographic concentration.
- Sweetgreen: Public fast-casual salad and bowl chain with national footprint and digital-first ordering. Closest direct competitor to Tender Greens in the chef-driven, made-to-order salad/bowl category.
Broad incumbents
- Chipotle Mexican Grill: Largest fast-casual chain with build-your-own bowls/plates. Competes for the same customizable, healthier fast-casual occasions with vastly greater scale and pricing flexibility.
- Panera Bread: National fast-casual chain with strong loyalty program (MyPanera), catering, and digital ordering. Represents the broader incumbent benchmark for fast-casual tech and frequency.
Regional players
- Joe & The Juice: Premium health-focused cafe/sandwich/salad concept with strong California presence. Adjacent competitor in the premium, ingredient-forward lunch occasion.
Emerging players
- Dig Inn: Northeast-based fast-casual 'market bowl' concept focused on seasonal, locally sourced proteins and vegetables. Compares to Tender Greens on ingredient narrative and chef-driven bowls.
- Salad and Go: Fast-growing drive-thru salad concept. Represents the value-oriented, scale-driven competitive threat to Tender Greens' premium fast-casual model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Tender Greens social profiles
Digital presenceTender Greens financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tender Greens leadership team
Management profileNumber of profiles
Profiles1 record
Tender Greens funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tender Greens M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tender Greens
What does Tender Greens do?
Tender Greens is a California-based fast-casual restaurant chain operating 22 company-owned locations that serve chef-driven, locally-sourced American cuisine. Its core offerings are made-to-order bowls, plates, salads, sandwiches, family meals, and seasonal specials built around a customizable protein/green/side format. The company also runs catering services for corporate and private events, a TenderRewards loyalty program, and direct online/app ordering for pickup and delivery.
Is Tender Greens a public or private company?
Tender Greens is a private company. It is classified as corporate owned and is currently operating.
When was Tender Greens founded?
Tender Greens was founded in 2006. It employs 1,001 to 5,000 people.
Where is Tender Greens based?
Tender Greens is headquartered in Los Angeles, United States, in the North America region.
How does Tender Greens make money?
Four revenue lines are on record. Restaurant Dining Sales are the primary driver. The others are online and Takeout Orders, catering Services and gift Cards.
Who are Tender Greens's main competitors?
Direct peers on record are Veggie Grill, True Food Kitchen, CAVA, Mendocino Farms and Sweetgreen. Broad incumbents are Chipotle Mexican Grill and Panera Bread. Joe & The Juice is listed as a regional player. Emerging players are Dig Inn and Salad and Go.
Does Tender Greens have an API?
No public API is recorded for Tender Greens.
What industry is Tender Greens in?
Tender Greens's product category is Fast-Casual Restaurant Services. Its primary akta.pro industry code is THAFABAF, Salad & Bowl Concepts (Grain/Protein/Healthy Bowls), with a secondary code of THAFAAAJ, Healthy/Salad/Grain Bowl QSR. Its NAICS code is 722513 and its SIC code is 2090.