Given a chance to start all over again, many heritage restaurant firms would want to be like Sweetgreen. The high-end salad restaurant chain that is supported by renowned investors, including Danny Meyer, Steve Case, and Daniel Boulud, has received success in the competitive food industry. Read more: Sweetgreen Founder Interview – Nathaniel Ru | Business Insider
The company has achieved success based on its principles: healthy, organic, fresh, and local. Sweetgreen’s recipe has resonated with diners as shown by stretched lines at the companies’ 40 locations.
Nathaniel Ru, the co-founder of Sweetgreen, says that they are building a brand that stands for something. According to him, their goal is to feed more individuals with better food. However, traditional restaurants could learn more from Sweetgreen’s co-CEOs. The owners of Sweetgreen posit that 30 percent of the company’s transactions are made via its mobile app or website. Ru notes that technology has been part of their DNA.
The three co-CEOs are also reevaluating management strategies. To establish a close link with customers, the company completely shuts down their corporate office five times annually. Notably, the company shuts down with the objective of ensuring that everyone can serve in its restaurants.
Sweetgreen does not have a main headquarter. In addition, the CEOs are bicoastal, as they endeavor to expand the company nationally. In the recent past, Sweetgreen opened its offices in Los Angeles. Ru pointed out that they do not believe in the thesis of big corporate headquarters. He says that they wanted to decentralize their headcount. Read more: Nathaniel Ru Blazes a Trail in The Height Food Industry | Affiliate Dork and Sweetgreen | Wikipedia
Ru and his co-CEOs of Sweetgreen, Nicholas Jammet and Jonathan Neman, met at Georgetown University. At the university, they took an entrepreneurship class. Moreover, each of the trio’s parents has established successful businesses. They are also first-generation immigrants.
Nathaniel Ru and his co-CEOs felt that the Georgetown area did not have healthy eating options. After completing their entrepreneurial studies, they made that it their primary focus to establish healthy menus when they launched their initial restaurant in 2007. In 2014, the co-founders told Fortune that they knew that they would operate successfully as a business when they made it through their initial winter break when students went home.
While advising the 20-year-old students, Ru said that they should read more books. He is a great admirer of Kevin Plank and his achievements with Under Armour. According to Ru, the firm stands for something larger than itself.
About Nathaniel Ru
Nathaniel Ru is the co-CEO and co-founder of Sweetgreen, a chain that has expanded rapidly to Chicago, Boston, California, and New York after starting in Washington, DC.
He graduated with a BS in finance. Together with his co-CEOs, Nathaniel Ru believes in food that fits a customer’s values, budget, imagination, tastes, and community. In 2010, he launched Sweetlife, one of the leading music and food festival.