Mention Sweetgreen in the U.S. and people start thinking about organic, fresh and healthy food. The brand, which was co-founded by Nathaniel Ru with the help of Jonathan Neman and Nicolas Jammet, caught the attention of big investors, including Danny Meyer, and Daniel Boulud, who have worked together with the young minds to establish 40 eateries spread throughout the country.
The three partners started off as classmates in college, studying a Tech course, and decided to open a restaurant immediately after graduating back in 2007. They were driven by the fact that nor a single restaurant in the area, specialized in fresh and organic food. Little did they know that this would grow to become a trademark of one of the best eateries in the area. They were further motivated when the restaurant managed to run even when students were on vacation, and when the campus was empty.
The business would, of course, not be as successful as it is now, without superior and strong strategies. For instance, each year, the head offices close up to five times and those working there are expected to serve in the various eateries spread across the country, just to get close to the customer, and to get to know what the needs of the clients are. To add to this, the company has no specific headquarters. This is because, according to Ru, they are looking to decentralize their corporate work, and avoid being biased towards one specific area. For this reason, the owners are bicoastal and work to grow the chain of restaurants in every part of the nation.
To fulfill their objective to avoid food wastage, the company gets foods that the farmers have, rather than just asking for a crop. This way, all the food produced by farmers would get to be used. Apart from that, this strategy enables clients of Sweetgreen to enjoy foods they may have never tasted before. Ru gives an instance of the broccoli leaves that the firm serves at times. A farmer in Salinas supplies the vegetables. He got the deal after Ru visited his farm, and found out that the broccoli leaves were being returned to the ground after the fruits had been harvested. The farmer stated that this was so, because nobody cared to eat the veggies.
About Nathaniel Ru
Ru believes that people should take food that fits. It is this belief that compelled him to start Sweetgreen, even after graduating with a degree that doesn’t relate to it. In addition to this, he started sweetlife, an annual food festival that has grown to become one of the biggest in the region. Over 20,000 people attend the festival, including renowned chefs and popular music celebrities.