The Sweetgreen empire has been a fascinating study to watch in terms of how a small, focused concept can grow into a regional juggernaut. Sweetgreen was founded by a trio of Georgetown graduates, led by Co-CEO Nathaniel Ru.
Their concept was simple: the team wanted to develop a healthy restaurant that anybody could walk into and feel at home ordering food and eating something good for them. The surprising rise of Sweetgreen is interesting in how Nathaniel Ru and his team overcame specific hurdles that otherwise would have slowed down similar companies.
Sweetgreen, for those not in the know, is a small high-end salad chain that has been steadily growing throughout the Northeast over the better part of the past decade. Nathaniel Ru and his team started off with the concept back as students attending Georgetown University.
It was there that Ru met his co-founders, Jonathan Neman and Nicolas Jammet. Neman, Jammet, and Ru all took an entrepreneurship class together at Georgetown University and it was there that they really started to get to work developing what Sweetgreen would soon become.
The goal with Sweetgreen, as accorded by Nathaniel Ru, was to create something that was more than just a restaurant. They wanted to create an extension of the communities that they served. Read more: Nathaniel Ru Blazes a Trail in The Height Food Industry | Affiliate Dork
That is why the company has focused so much on the ‘Sweetgreen Experience’. Sweetgreen works with local companies in order to put on festivals as wll as events within their own stores in order to inspire people to visit and collaborate with one another.
Above all of this success stands Nathaniel Ru, one of the primary minds behind the business. While Ru has steadily guided Sweetgreen to having more than 40 locations around the country, he hasn’t forgotten what he’s learned along the way.
Ru has a range of inspirations when it comes to his work with Sweetgreen but he admits that Kevin Plank, of Under Armour, is one of the largest ones. Ru says, “I look up to Kevin Plank.” Ru goes on to explain, “It’s a company that stands for something bigger than itself.”
Nathaniel Ru and the Sweetgreen team have done pretty well for themselves thus far into their careers together. A big reason for their early success was their unique focus on what makes healthy food, well, healthy. Sweetgreen uses fresh, organic and local food for all 40 of their locations around the Northeast.