Sweetgreen materialized from a few friends from Georgetown University in Washington D.C. Nathaniel Ru, and a few of his friends had difficulty finding a place to eat. Usually, they always looked for a healthy, fun, and comfortable place to eat. The desire to have healthy food led to the start of a 560 square foot tavern in the middle of downtown area. Six years later, the eatery that Ru and his friends started has grown to become a table style restaurant called Sweetgreen. Ru thanked their landlord for agreeing to help a group of college seniors with no restaurant experience to start up in his premise.
Today, Sweetgreen has stores in the Northeast’s major cities. The restaurant continues to provide fresh and healthy food with most of its ingredients coming from the local farmers. Theresa Dold said that people do not buy what you do; instead, they buy how you do it. Dold also stated that Sweetgreen was not just but a place to buy food but a place that has a deeper purpose rather than salads. According to her, the founders of the restaurant likened the company to Apple. When it comes to marketing, Sweetgreen wants to be social, sexy, smart and local. Dold also said that the restaurant had a great line of Juices.
Nathaniel also stated that despite the numerous stores the company has, each and every one of the stores is expected to live up to the founding core values. The company’s values that have allowed it not only to be a restaurant but a lifestyle include;
- Win-win situation- achieving a win situation for both the company and the customers is paramount
- Sustainability – while making decisions, the company aims at protecting the future interests.
- Keeping it real- this is by ensuring authenticity of all products
- Adding sweet – when the products are satisfying to the customers, it most certainly leads to growth.
- Impact – by working together, and gearing towards common goals brings about the greatest impact in the society.
Coupled with the healthy and delicious meals, Sweetgreen has held yoga classes in a Washington restaurant. The company also does cross- promotions with gyms and fitness clubs.
Nathaniel Ru is the co- founder and co- chief executive officer at Sweetgreen. He attended Georgetown University and graduated with an undergraduate degree from the school of business. In 2007, together with two graduates, they started an eatery called Sweetgreen. The company has grown to over 27 location in six states. In 2010, Ru and his partners launched Sweetlife an event that attracts over 20,000 attendees and features high profile artists.