How Nathaniel Ru and his Partners Sustained Sweetgreen’s Success

Sweetgreen is indisputably an enviable company in the food industry. Even big players in this line of business would want to walk in the footsteps of Sweetgreen if they had a chance of rebuilding their enterprises afresh. Since the company was founded by three college classmates, its recipe, which is simply defined as healthy, fresh, organic, and local, has kept the customer base on a steady rise.

Nathaniel Ru, Jonathan Neman and Nicolas Jammet, who are the entrepreneurs behind Sweetgreen, attended Georgetown University. While in college, the trio noted that a variety of healthy eating options were not available in the Georgetown area.

This presented a lucrative business opportunity for them. Backed with their family entrepreneurial background, they set up their inaugural restaurant in 2007. Since then, Sweetgreen has expanded into 40 locations serving better food to thousands of customers every day.

So, what drives the success of Sweetgreen? Embracing technology is one aspect that has been instrumental in helping the food company to unseat traditional companies. Co-CEO Nathaniel Ru says that technology is used in almost all operations of the company. Specifically, 30% of all transactions are on the company’s website and its mobile application.

Sweetgreen’s unique business strategies are also pivotal in sustaining the company’s performance. Surprisingly, Sweetgreen does not operate any main office. According to Ru, there is no need for a corporate headquarter.

Instead, their focus is on expanding the business nationally. Each year the company closes its corporate offices five times to allow every employee to serve in its restaurants. This move is aimed at enabling even the management to interact with customers. Read more: Nathaniel Ru Blazes a Trail in The Height Food Industry | Affiliate Dork

In one of the interviews, co-founder Nathaniel Ru further shares the secrets that make Sweetgreen a leader in the food industry. Opening stores in the best locations is a key driver for the growth of this company.

Ru says that the company uses both demographic analysis and sequencing to determine where and when the next restaurant will be opened.

The company works with many farmers to ensure that the products sourced meet the highest quality standards. Excellence in customer service is another aspect that Ru says keeps customers visiting their stores.

Nathaniel Ru holds a BS in Finance from Georgetown University’s McDonough School of Business. Ru and his partners’ quest to give the community healthy and diverse food options pushed them to launch Sweetlife, one of biggest music and food festivals. Started in 2010, Sweetlife attracts over 20,000 fans and renowned music artists.

Learn more about Michael Lacey and Jim Larkin:

http://fortune.com/2016/02/18/sweetgreen-entrepreneurs/