LOS ANGELES—Sweetgreen announced the launch of Sweetpass this week, its first loyalty program in two years. Developed as a two-tiered model, customers can choose which membership level works best for them for a personalized experience that rewards them with free food and more.

The new program offers free and paid memberships to earn discounts on menu items and gain exclusive access to brand experiences, according to the company.

Over the last year, Sweetgreen tested various loyalty initiatives with its customers and found they wanted new ways to earn menu discounts, as well as access to lifestyle-driven experiences with the brand. These learnings shaped the program launching nationwide, which offers personalized benefits through Sweetpass or Sweetpass+.

Sweetpass is Sweetgreen’s free loyalty program that offers customers the ability to earn Sweetgreen by opting in to personalized “challenges,” as well as access to new menu items and limited edition merch drops.

Sweetpass+ is a $10-per-month membership that rewards loyalists with $3 off daily Sweetgreen orders, priority Sweetgreen support, delivery perks, premier access to merch drops and exclusive Sweetgreen experiences.

As a lifestyle component to the program, Sweetgreen is also launching its new online merch store called The Market, debuting apparel, accessories and gear. Sweetgreen will release its first collection in a series of weekly drops, with a new item joining The Market each week. (Read about how branded merch from retailers is booming.)

“This next phase of loyalty is an exciting result from years of testing, iterating and listening to our customers, leading to a personalized program that further enhances their Sweetgreen experience,” says Sweetgreen co-founder and CEO Jonathan Neman.