Nathaniel Ru, Sweetgreen’s co-CEO notes that they are establishing a brand that truly stands for something. They are seeking to provide the customer with healthy and delicious meals. Sweetgreen is a premier salad chain, which offers a fresh, healthy, organic, and local food. Its menu resonates perfectly with the consumer’s needs. Many establishments that are starting from scratch are not seeking to emulate the company’s operation model. In over 40 locations, Diners form long queues to purchase different delicacies prepared by Swetgreen experienced chefs.
Apart from the exotic food offing, traditional chains can learn about customer services from Sweetgreen. The founders of the restaurant are tech pioneers. Above 30 percent of the restaurant’s transactions are completed through its website and mobile app. Ru points out that technology has played an integral role in enhancing the company’s sales objectives.
Additionally, the three are reengineering their management strategies. To stay closer to its clients, the company closes the corporate offices five times each year. Sweetgreen uses this approach to ensure that each employee can work in the restaurants. Recently, Sweetgreen opened offices in Los Angeles. It operates without a major headquarter. The co-CEOs live in different coasts as they endeavor to expand the firm nationally.
Ru notes that they do not believe in having major corporate offices. Their objective has been to decentralize their headcount. Ru and his co-CEOs, Nicolas Jammet and Jonathan Neman, were classmates at the prestigious Georgetown University where they all studied entrepreneurship. They are all first generation immigrants.
After graduating from college in 2007, the co-CEOs opened their first restaurant. This was after realizing that Georgetown did not have healthy eating options. For this reason, they used the opportunity to offer healthy food to the populace of the region. In 2014, they told Fortune that they would consider themselves successful if they run the restaurant as a going concern through their initial winter break. At the time, students had gone home for their vacation.
About Nathaniel Ru
Nathaniel Ru graduated from Georgetown University with a BS in finance. Under Ru’s leadership, the restaurant has managed to open over 64 branches around the United States. It has also recruited the services of more than 1,700 employees. Together with his partners, Nathaniel Ru launched Sweetlife, which is one of the biggest music and food festival in the U.S. During the event, top chefs prepare different meals. In addition, musical artists are invited. Food trucks, farmers and local purveyors grace the occasion. Ordinarily, 200,000 attendees find their way to the festival.