Sweetgreen is an American chain of restaurants famous for serving seasonal and healthy food. The group was established in August 2007. The restaurant was created by three undergraduates of Georgetown University. They were undergraduates when they established it, although all of them graduated three months after.
The business grew from just 1 location to 64 locations and it has more than 1,700 employees on its payroll. Some of the key initiatives that facilitated the growth of the business are healthy lifestyle initiative, Sweetlife musical festival, Sweetgreen app and its philanthropic activities.
The three founders of Sweetgreen are Jonathan Neman, Nicolas Jammet and Nathaniel Ru. Talking about Nathaniel Ru, he is an American entrepreneur, a businessman and an investor. He was born and bred in Pasadena, California. He is also a speaker who speaks at all kinds of events. In addition, he has earned several recognitions and accolades in his ten-year career.
According to Nathaniel Ru’s recent interview, the foundation of Sweetgreen was built on several core values. The most important of all the values is to build a business that will last longer than the founders. So, all their business ideas and policies where created with long term goals in mind.
In the bid to keep developing the restaurant, they engaged in several initiatives. One of them is known as Sweetlife. It is a big musical festival done to connect music to food. The festival has become one of the biggest annual musical festivals in the East. Over the years, many famous artistes have been invited to perform at the festival.
It also synergizes with several successful businesses in other industries. One of them is the cross-promotion that was done in partnership with fitness organizations. Sweetgreen is unique in so many other ways apart from the kind of food it serves.
Founders of Sweetgreen believe that people don’t really buy what you do, instead, they pay for how you do it. So Sweetgreen’s success may not lie in the food they serve but in how they serve the food. To make customers feel great, employees of Sweetgreen have been trained to rush forward to open the door for customers with both hands filled.
Sweetgreen also recognizes the fact that employees are the greatest assets of any company so there are initiatives to make employees happy and motivated. An example of such gestures was the planning of the marriage of two of its employees. This will motivate employees give their best.
To summarize Nathaniel Ru’s speech, the success of Sweetgreen can be ascribed to its core values and the way customers and employees are treated. Even though there are 64 stores in the group, every one of the stores exhibit the founding values of the business.