If major legacy restaurant brands could start afresh, a bigger percentage of them would prefer to start like Sweetgreen. Sweetgreen is a reputable fast food chain driven by high-profile investors such as Steve Case, Daniel Boulud, and Danny Meyer.
Sweetgreen boasts of three major elements in their salad supply, namely local, fresh, and organic. These are what most consumers want to eat. “We are building a food brand that represents something,” says the company’s Co-CEO, Nathaniel Ru. “Our goal is to feed people with better food,” Mr. Ru insists. Traditional food chains need to learn a few tips from Mr. Ru and co-founders.
The former classmates at Georgetown University have heavily invested in technology. 30% of the brand’s transactions happen through the company’s Website and mobile app.
According to Ru, technology has been part of their DNA. Nathaniel and Co-CEOs Nicolas Jammet and Jonathan Neman met in college as they took a common entrepreneurship class.
The trio has a lot in common. They all have parents who are immigrant entrepreneurs. The three felt that Georgetown lacked healthy food, and this is why they resorted to starting their own food restaurants in 2007. Now running Sweetgreen, the three CEOs are looking at ways to stay close to the customers. Recently, Sweetgreen opened offices in LA, and they are looking at major expansions in the future.
About Nathaniel Ru
Nathaniel Ru is the co-founder and co-CEO of Sweetgreen. He is an alumnus of Georgetown University Business School where he graduated with a Bachelor of Science in Finance. After college in 2007, Nathaniel and two of his college mates started Sweetgreen to serve the people of Georgetown.
Today Sweetgreen is no longer a local food brand. The company has branches in over 6 states and enjoys over 27 business units.
The Sweetgreen dream was conceived from Nathaniel’s belief for the need of healthy food in Georgetown.
In 2010, Ru and his business partners initiated Sweetlife, a festive event for food and music. The festival attracted over 20,000 attendees during its launching. Just like Sweetgreen, Sweetlife advocates for healthy living and wellbeing.
Overall, Sweetgreen is seen as the best organic fast food restaurant in America. The brand enjoys dominance in California, New York, Virginia, Pennsylvania, Illinois, and Massachusetts.
With the headquarters at Culver City, Nathaniel Ru and co-founders are determined to stretch their business mark. They are looking at covering the remaining states and the rest of the world.
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