There is a new sheriff in town, at least as far as the restaurant industry is concerned. Sweetgreen is the trending and healthy fast-food restaurant that is changing how people look at the industry.
Founded by a trio of Georgetown University graduates, Sweetgreen has swept the Northeast into a craze with their all-salad menu that is comprised of locally sourced, organic, and all natural ingredients.
Sweetgreen didn’t pop up overnight, however, so let’s learn a little bit about the path that co-CEO Nathaniel Ru took in order to bring his company to this level of success.
For Nathaniel Ru, the desire to create Sweetgreen came from a place of need. He and his compatriots, co-founders Nicolas Jammet and Jonathan Neman, were hard-working students who wanted something healthy to eat while they were on the go. Unfortunately, healthy fast-food isn’t a priority on any college campus in the nation. Learn more about Nathaniel Ru: https://www.bizjournals.com/losangeles/potmsearch/detail/submission/6435405/Nathaniel_Ru and http://bitsylink.com/2017/07/27/nathaniel-ru-talks-about-sweetgreens/
So, after meeting together in an entrepreneurship class they would begin the process that led to Sweetgreen. The trio would hone in on their concept, healthy focused fast food, and eventually tone it into what we see today.
A northeastern favorite, Sweetgreen has more than 40 locations around the country and Nathaniel Ru has a mind to spread even more. With that being said, Ru isn’t interested in becoming some sort of juggernaut. Instead, he wants to focus on a high-quality expansion that keeps the company focused on their core values.
Ru says of their work, “We’re creating a brand that stands for something. We want to feed more people better food.” This, Ru would go on to explain, is the Sweetgreen experience.
Nathaniel Ru and his co-founders knew early on that their success had to come small at first before they could go big. The big early test for their business was surviving when school was not in session.
The reason? They opened up the first Sweetgreen location in a college town. When lines were still out the door during winter break, Sweetgreen was pretty much guaranteed to be a success.
Nowadays, Nathaniel Ru is focused on maintaining his company’s culture without the need for excessive corporate regulation. Ru routinely shakes his head at the idea of becoming a big corporate machine.
Ru says, “We don’t believe in big corporate headquarters.” With a clear mission in mind and a successful track record at their backs, it looks like Sweetgreen might have some potential for serious expansion in the coming years. Read more: Nathaniel Ru | Dynamic Dialogues