Sweetgreen was started when three college friends noticed that there were not enough healthy places to eat near their campus dorms.
Mr. Ru and his two friends came up with a three page business plan and the tenacity to make daily calls to the landlord of the property they wanted to occupy. The landlord admired their passion and told them to come back with investors, and the rest is sweet history.
Fast forward six years and the Sweetgreens eateries now number 21, but have not lost their fun, easy, and healthy standards.
Mr. Ru stated that in every Sweetgreens restaurant kitchen there are 5 standards that founders and employees alike try to emulate everyday such as giving 110% to customers, only using the freshest ingredients, keeping Sweetgreens approach to food and customers real, having an all win approach, and most of all approaching each decision with sustainability in mind.
Even though Sweetgreens is growing, Mr. Ru assures customers that Sweetgreens would keep their individual spirit, using local architects to add personalized focal points to each building. Sweetgreens also works with the local farmers in every city they are situated, to assure a true “farm to table” vibe. Another idea that Sweetgreens handles differently is to focus on the “why” in business instead of the “what”.
For example, one Sweetgreens location was not getting any new opening business, because they moved buildings. So Nathaniel and his business partners focused on the “why” and decided to broadcast music on the weekends, now that location is busier than ever. Read more: Sweetgreen Entreprenuers | Fortune
Sweetgreens is turning into a lifestyle choice instead of a brand. Customers can order by the phone app or customize their order in store. Sweetgreens has become synonymous with healthy taste and surprisingly, music.
People make an emotional connection between food and music. Sweetgreens now hosts the “Sweet Life” music and food festival. Sweet Life is in its fourth year and is the regions biggest food and music festival.
Not bad for three kids who had a wholesome food idea one month before graduating from college. Mr. Ru graduated from Georgetown University’s McDonough School of Business in 2007 with a Bachelor’s in Science. Nathaniel now functions as the CEO of Sweetgreens and also works with investments.