While still students at Georgetown University in Washington, D.C. finding a healthy place to have meals was a daunting task for Nathaniel Ru and most of his college friends. They thought of starting one in a tavern on M Street. After only six years, Sweetgreen, the name of the eatery they had started had grown and opened 21 other stores. Read more: Sweetgreen | Wikipedia and Nathaniel Ru | Dynamic Dialogues
After discovering that their landlord at the tavern place had another property at the corner, they called her and she finally agreed to meet with them. Although the three friends were not yet through with their college education, the landlord allowed them to look for business backers and develop the real plan. Since then, Sweetgreen has opened stores in Washington, New York, Boston, and Philadelphia.
Uniqueness at Sweetgreen
Sweetgreen relies on local farmers and purveyors for the supply of most of the ingredients. Unlike many places that just offer their products, Sweetgreen give its clients a reason to consume their products.
The founders of the company were first concerned about “why” in determining what to produce. According to Theresa Dold, the company’s head of digital marketing, most people buy a product because of how it is produced. Read more:
Each Sweetgreen store relies on the core values of the organization. A shop should serve the local community and not a given corporate giant. In every decision that is made, the interests of the company, clients, and the community must be considered. There should be consideration of the long-term effect of every decision taken.
Nathaniel Ru adds that the company tries to ‘keep its real.’ Originality must be observed when dealing with employees, clients, and suppliers. When employees give their best, the customers feel happy and tell their other friends helping in the growth of the company.
Sweetgreen and Music
In 2009, the company opened a new store near Dupont Circle area in Washington. Despite the strategic location of the company, the first two weeks passed without a customer. The company started playing music on weekends. They were giving a reason for customers to come to their store. It was a product of the “why” idea.
Who is Nathaniel Ru?
Nathaniel Ru is best known in the fast-casual dining industry. Together with longtime college friends Nicolas Jammet and Jonathan Neman, they founded Sweetgreen, a chain that serves high-quality salads to its clients in 2007. The company has grown to over 77 stores around America and has employed over 3,500.
Ru has remained determined to decentralize the operations of the company’s restaurants. He wants to each store more self-dependent. A single headquarter should not be relied on for the dispensation of the company’s policy.