Salad chain Sweetgreen is gaining popularity across America due to its health-conscious meals, which appeal to millions. The chain serves exquisitely prepared salads. Its co-founder Nathaniel Ru was recently interviewed by Tech Insider. He explained how Sweetgreen sources its food, the preparation techniques used, the marketing strategies that have helped it expand, and why it is healthy to eat vegetable more.
How Locations are Chosen
Ru asserts that besides the traditional demographic analysis, Sweetgreen uses sequencing when opening new outlets. This is basically the timing of openings. In New York for instance, the chain’s first outlet was at Broadway and 28th. This is a highly affluent neighborhood. According to Ru, choosing the location was a deviation from the norm since most media companies and tech upstarts are clustered along 23rd street.
The location literally set the chain apart from its competitors. The success of the first store heralded the opening of other outlets in Nolita, Williamsburg, and Tribeca. The co-founders wanted to go beyond typical convenience.
Exotic Dining Experience
Despite the fact that it is a fast food chain, Sweetgreen transcends notable restaurants because it offers customers an exotic and healthy dining experience. When you walk into a Sweetgreen outlet, you will encounter clean queues and smiling faces. This alone is proof of customer satisfaction. Ru asserts that this is service design; a culmination of technology, storytelling, and consistency. Clients have the freedom to either order food at the outlets, or via a mobile app.
This design gives clients the opportunity to see the food preparation process. As a result, trust is developed. Sweetgreen ensures that all its dressings and products are sourced and every day. Therefore, foods sold at the stores are fresh and healthy. These products are sourced from trusted suppliers.
Nathaniel Ru’s Résumé
The Georgetown University alumnus cofounded Sweetgreen with Jonathan Neman and Nicolas Jammet. They wanted to establish a restaurant chain dedicated to providing a healthy culinary option. Their resolute efforts have seen Sweetgreen gain a foothold across the United States. Sweetgreen started with a single store at Georgetown University, which incubated the trio’s idea. Nonetheless, it has grown exponentially and currently boasts more than 35 locations. Ru has brought on board investors who have backed the venture to a tune of over 90 million dollars.