In hindsight, most traditional restaurant franchises and companies would have liked to have started the way Sweetgreen did. Sweetgreen was backed from the start by Daniel Boulud, Danny Meyer, and Steve Case, who are renowned investors.
The qualities and ideals of their salad dishes being healthy, fresh, using organic and local ingredients are what have made it a success and attract many customers over its 40 locations in the USA.
Sweetgreen’s CEO, Nathaniel Ru believes that the brand name is beginning to stand for something, namely eating healthily. Sweetgreen is focused on the future and already has approximately 30% of its payments going through their website or made through the Sweetgreen app.
The corporate office stays in touch with the vital business and 5 times per year, pause the corporate activities and actually work in Sweetgreen stores and seek to stay in touch with their customers and needs that are identified in working at the restaurants. Sweet green seeks to expand nationally and make it a bigger and better restaurant chain.
Sweetgreen’s founders, Nathaniel Ru, Nicolas Jammet and Jonathan Neman have much in common. All three are children of entrepreneurs and are first generation immigrants as well. The founders met at Georgetown University and took classes together.
Nathaniel Ru believes that people should read more, and wishes that he had done more reading himself. Ru feels that building a team can be difficult, and personally, he even found it difficult to delegate tasks that he used to do.
In looking back, he can see that the sooner an entrepreneur can build a team around him, the better. Ru looks up to Kevin Plank of Under Armour, which he believes stands for very positive values. Aside from Sweetgreen, Nathaniel Ru enjoys Thai food.
Ru believes that in creating partnerships with health oriented businesses, Sweetgreen will spread out into other tangents of the healthy lifestyle area. Sweetgreen already has partnerships with yoga classes, fitness clubs, and gyms.
This cross-promotional approach provides results that increase the number of customers for both companies in the healthy lifestyle partnerships.
Nathaniel Ru is confident that by forming store teams by referring friends and even family and extended family members of employees often results in creating the most powerful and effective teams which consistently produce more positive business results as well as a better customer experience. Nathaniel Ru is confident that even in our modern and digital world, personal marketing always beats technology.