Currently, people are opting to lead a healthy living to increase their lifespan. Most restaurants wish they could have a reset button and start from scratch by offering healthy, organic, local and fresh salads. This strategy has been Sweetgreen’s business plan from August 2007 and has continued to resonate in its 40 locations.
The outcome has been big-name investors have decided to back up this restaurant chain, investors like Danny Meyer, Daniel Boulud and Steve Case, are behind the high-end salad restaurant Sweetgreen.
Nathaniel Ru together with his counterparts Nicolas Jammet and Jonathan Neman are the heads behind the salad chain Sweetgreen. They started the business three months after graduating from Georgetown University. Sweetgreen has a humble beginning, the restaurant chain started out in Washington, DC.
They received funding support from 40 friends and relatives to rent out a single shop in Georgetown. Given that their parents are entrepreneurs, they received motivation to start their own businesses while they were still in school. Their discipline when it comes to finances has helped them raise money to achieve their dreams of starting the business chain.
The lack of places that offered healthy meals when they were still in school made the trio focus on offering this to the community. What made Nathaniel Ru and his team be sure of the business surviving happened when the campus closed for winter break and all students went home. They managed to stay afloat by serving the locals.
Nathaniel Ru believed in creating a healthy, delicious and environmental friendly dining option for the community.
In 2010, he and his counterparts started the Sweetlife, a music and food festival that attracts over 20,000 guests and features high profile musicians, top chefs, farmers and local purveyors.
The purpose of this festival is to promote good living, sustainability, and well-being of the community, the same way the Sweetgreen embraces good living.
Sweetgreen took the restaurant business a notch higher by introducing a mobile and website platform for their daily transactions. Up to 30% of their business transactions are carried out through this technological advancement. This shows that apart from Sweetgreen being at the forefront of healthy living, they also are a technological pioneer when it comes to conducting restaurant businesses.
The trio has also re-strategized their business model to ensure all the management team understands the operations of the restaurant. They do so by closing their corporate office five times every year, to allow everyone to work in the restaurant.