Undoubtedly, if legacy restaurant firms were to have a fresh start, most of them would imitate what Sweetgreen is doing today. It explains why top investors such as Steve Case, Daniel Boulud, and Danny Meyer did not think twice about bankrolling the top of the line salad chain.
Sweetgreen appears to be getting everything right as far as the demands and expectations of modern food consumers are concerned. The co-founders dived at the precious opportunity of providing local, organic, fresh and healthy foods to its customers. The long queues at the restaurant’s 40 premises are enough evidence that its recipe has resonated with the diners.
Nathaniel Ru, one of the co-founders explains that their objective is to create a brand that represents something. They are not just interested in attracting a considerable customer base. Instead, in their pursuit for more customers, they are driven by the desire to provide better food.
The co-founders, Nathaniel Ru, Nicolas Jammet and Jonathan Neman, met at Georgetown University where they were classmates. The trio discerned that Georgetown did not have healthy eating options. As such, they resolved to open up a restaurant that focuses on healthy eating immediately after graduating from college in August 2007.
Besides food, there is a lot more that fast food restaurants can learn from Sweetgreen. The co-CEOs have been tech pioneers. 30 percent of the firm’s transactions are done via its website or through a mobile app. Nathaniel Ru acknowledges that technology has always been a part of them.
The co-CEOs are also fond of rethinking their management strategies. For instance, they usually close their corporate offices five times annually to allow everyone to work in its branches. This move is intended to help them stay close to their customers. Learn more about Nathaniel Ru: http://www.thehoya.com/nathaniel-ru-jonathan-neman-and-nicolas-jammet/
Sweetgreen does not have central headquarters. In an interview with Fortune in 2016, Ru said that they do not believe in the need for big corporate headquarters. He explained that the deliberate absence of central headquarters was aimed at decentralizing their headcount.
About Nathaniel Ru
Nathaniel Ru graduated from the McDonough School of Business, Georgetown University in 2007 with a BS in Finance. He believes in the benefits associated with reading as many books as one can. His favorite CEO is Under Armour’s Kevin Plank.
According to Ru, he loves what Kevin Plank has done with the firm as the company stands for something that is bigger than itself. Besides Sweetgreen, Nathaniel Ru loves Little Serow mainly because of the fantastic Northern Food.