It all started with three college bros board at lunch one day. Nathaniel Ru and his friends at Georgetown University struggle with the same problem quite often. The problem was that there was very limited healthy food chains around the Washington, D.C., area that tasted good and was affordable.
Now six years after graduation the group of guys has opened more than twenty Sweetgreen locations around the United States. It all started with an idea and one successful store open in Washington, D.C. All of the food at each location is naturally grown and brought to the tables with limited chemicals and storage.
The landlord managing their apartment before they graduated wasn’t hooked on the idea in the beginning. She recognized that they had an idea forming but no valid business plan. She told them to go get a proper business plan and business backers to turn the idea into a successful business. It did not take them long at all to get these items. They were back in about four weeks ready to progress with the idea. The college friends did not have any restaurant experience, so the landlord decided to help them.
sweetgreen (all lowercase) can be visited in several major cities such as Boston, New York, Philadelphia and Washington. The goal is to keep all the menu items healthy and fresh. All of the ingredients that are used at each location come from local farmers and purveyors. This place is not just an average salad bar. Owner Nathaniel Ru said the business is more than just a place to eat.
From a marketing standpoint Ru wants to keep the company social, smart and modern. Technology has become a big part of everything that we do as a society. It was important for them to incorporate an application that shows menu options and helps people cut through lines. sweetgreen throws a music festival every year that is always popular.
Nathaniel Ru was smart about his placement and design of each location. He decided to make all the stores away from other restaurants and businesses. The goal is to get more than just the lunch rush. He wanted the business to be popular at all times of the day. The constant smiles and long lines create the good vibes of the store. Ru helped create the casual fast food chain in 2007 after graduating from Georgetown. There are now over 1500 employees.