Nathaniel Ru, Nicolas Jammet, and Jonathan Neman are co-founders of Sweetgreen, which is a high-end salad chain. It offers healthy and tasty food at a reasonable price. The three founders met at Georgetown University in an entrepreneurship class. The idea to form the company stemmed from the trouble the three had in finding healthy and fun places to eat.
Nathaniel Ru called the landlord to present a business idea, the landlord, however, hang up on him. It took calling her every day for a whole month before she agreed to meet and listen to the three. Read more; Nathaniel Ru Blazes a Trail in The Height Food Industry | Affiliate Dork
The risk that the landlord made in supporting the three college students who did not have restaurant experience to start a business yielded results. The company was launched in 2007. It has now grown to over forty sites located in New York, California, Boston, and Chicago.
Sweetgreen has no headquarters because of its vision to decentralize operations. It enjoys the support of well-known investors like Daniel Boulud, Steve Case, and Danny Meyer.
Nathaniel Ru believes in the success teamwork can achieve. Sweetgreens primary marketing strategy is to be smart, social, local, and sexy. The restaurant uses food photography as a market strategy to attract more customers.
It also hosts a music festival every year called Sweetlife Festival. The festival has a primary goal of appreciating the community, food, and music. The company believes in serving the community and achieving its core value in each of its stores. Nathaniel Ru is passionate about being authentic both in the food and in customer relations.
Nathaniel Ru influenced the aspect of the kitchen being open to ensure that customers see the cooking process and establish a sense of trust. He also believes that how a company enters the market is instrumental in determining success. Nathaniel Ru, therefore, ensures the timing of store openings is considered keenly.
Sweetgreen uses fresh produce every day. Its approach is to accommodate what farmers grow rather than request farmers to grow specific crops. The method reduces food wastage and presents customers with a variety of vegetables. Sweetgreen has an application that customers can use to order food.
The application provides a link to technology and food. Ordering food utilizing the application takes customers two or at most three minutes. The company is always trying out new blends to improve their menu. Nathaniel Ru’s plan to portray that there are more vegetables to eat besides kale has worked in their favor. Their restaurants always have long lines of customers.