Sweetgreen’s new model of fast food service ticks all boxes of excellence in the modern food industry- organic, fresh, local and healthy. Customers have come to like the salad recipes at all 40 locations of the restaurant chain. One of the founders, Nathaniel Ru says that the restaurant’s biggest objective is to feed more people with healthy food.
Among things that traditional food stores could learn from Sweetgreen is perhaps its deployment of technology. As of February 2016, 30% of the restaurant’s transactions were being made via its mobile app and website. Ru maintains that technology has always been a part of their DNA.
Nathaniel Ru established Sweetgreen in August 2007 together with co-CEOs Nicholas Jammet and Jonathan Neman. All three are children of entrepreneurs and say that their idea was informed by the need to create more and better food options for residents of Georgetown. It looks like the entire country may as well benefit from their healthy green and salad preparations.
The three met at Georgetown University where they had been studying entrepreneurship. Three years after graduating, the restaurant’s first location was born in Georgetown. The outfit has attracted notable investors among them Danny Meyer and Steve Case. By October 2016, the trio had opened 63 more stores across the United States.
Nathaniel Ru was recently interviewed by the Fortune Magazine. He brags that his outfit stands for something- providing various nutritious options of salads. Ru states that management is not easy but can be lighter when there is a team of like-minded individuals at the helm. He advises youngsters to read more books.
Apart from technological expertise, the restaurant owners aim at connecting with customers. In fact, Sweetgreen has no headquarters. Instead, there are mere offices at each restaurant. The owners close their offices and work at the chains to communicate, serve and engage with customers.
There is a hip and modern company culture at Sweetgreen. Managers are referred to as coaches while other employees are called team members. Managers and CEOs personally visit farmers to ensure high-quality production of salads at the farms.
The co-founders say that they sell not just salad and lettuce, but a brand and a lifestyle. The fact that the founders and employees are disciplined makes the restaurant trend-setting.
The combination of healthy fresh food and intuitive technology in ordering makes the restaurant outstanding. In future, it hopes to open more branches across the country and spread its popular vibe.