Sweetgreen Inc. discontinues ripple fries after five months due to low sales and operational complexity. Shares drop 23% in response to the announcement, with overall sales down for the second consecutive quarter. The chain aims to refocus on core products like chicken and vegetables to improve operations and attract diners back to its $15 salads and bowls.

Despite customers liking the fries, Sweetgreen CEO Jonathan Neman cites operational complexity as the reason for discontinuation. The chain has cut its sales guidance after a 7.6% drop in second-quarter comparable sales, with expectations of a 4-6% sales drop this year. The stock has already lost 61% of its value this year.

Sweetgreen’s sales decline is more pronounced in urban markets, prompting the company to work on how customers perceive the value of its meals. Initiatives to boost sales include increasing chicken and tofu portions by 25%, upgrading recipes and offering $13 limited-time deals. Comparable sales have shown modest improvement in the third quarter.

Read more at Yahoo Finance: Sweetgreen Shares Tumble After Ripple Fries Fail to Thrill