There has been a concerted effort by the team at Sweetgreen to fundamentally shift the way customers view the fast-food experience. Sweetgreen is a high-end salad focused restaurant that currently can be found throughout the Northeast of the United States. Sweetgreen was created by three Georgetown University students in an effort to provide better food that was both healthy and affordable.
Leading the charge is Nathaniel Ru, the young co-CEO that has been laser-focused on bringing innovation to a tired and stagnant industry. So, how is Ru bringing about this level of change despite being a relatively small company? Let’s dig in and find out.
If those stalwart chain restaurants that we are all so familiar with could start over, they likely would turn to Sweetgreen for start-up advice. Sweetgreen first opened their doors in a small bar on M Street in downtown Washington D.C. Nathaniel Ru and his team chose that spot for a specific reason: it put healthy food on the radar of students who were coming and going and needed a way to refuel without the shame and discomfort that came with greasy fast food. Nathaniel Ru says, “We want to feed more people better food. Read more: Nathaniel Ru | Crunchbase and Nathaniel Ru | LinkedIn
Their mission statement is simple and concise and it showcases exactly what Sweetgreen is all about. They are all about bringing healthy food to the masses with a customer service driven experience that is unrivaled by other companies and restaurants on the market. Sweetgreen started up their company by emulating the work done by companies like Apple and Under Armour.
From the beginning, Sweetgreen wanted to be bringing something special to their customers. They didn’t want to just be another chain restaurant that threw cheap fast food to their customers. Ru says, “We’re creating a brand that stands for something.”
It’s easy to stand behind your food when you put so much effort into the final product. Sweetgreen exclusively serves salads that are comprised of ingredients from local sources. Sweetgreen looks to all natural, organic, and clean ingredients in order to fill up their menu. The menu itself also changes with the seasons so that Sweetgreen is never serving up food that isn’t natural to the season.
This allows the company to maintain the high-quality that customers are already used to. Swetgreen recently opened up a head office in Los Angeles, CA and it looks like the company is ready for a massive expansion.
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