For Nathaniel Ru and his friends, Jonathan Neman and Nicolas Jammet, while Georgetown University, it was hard to find an excellent eating place. During their senior years, they had an idea to make fun and easy eatery place.
Incorporation of Sweetgreen
The three identified a tavern at the centre of downtown, M Street. They approached the landlord of the 560 square foot tavern without success. Speaking at Wharton Marketing Conference, Nathaniel Ru described how he wore a suit for the first time during the meeting with the landlord.
She saw the passion in them and requested for architectural as well as business plan. They planned for three and half weeks. As Ru explains, without any previous restaurant experience, their concept was actualized. A decade after the Sweetgreen has turned into the farm-to-table model chain of restaurant. Currently, they have eatery places in major cities like New York, Philadelphia, Washington, and Boston. Learn more about Nathaniel Ru: http://www.thehoya.com/nathaniel-ru-jonathan-neman-and-nicolas-jammet/
Sweetgreen Business Model
Speaking at the conference, the head of digital marketing, Theresa Dold, stated that the company was more than the salad and juice restaurant. The company creates a social, smart, local and sexy image as their marketing tool.
According to Ru, the company has five values the following five values that guide them.
- To ensure all stakeholders are in a winning situation
- Thinking Sustainably
- Keeping it real
- Creating a sweet experience to customers
- To make a lasting impact.
In 2009, the company started a new concept of playing music outside the stores near DuPont Circle every Saturday and Sunday. The event was named ‘sweetlife’ and has an emotional connection with customers. It turned out to be a food and music festival in the region with thousands of people as well as local food suppliers turning up.
Sweetgreen introduced a mobile app for customers to pay where customers. Also, the company is involved in ‘tribal’ marketing where they partner with other business of healthy lifestyle. Ensuring customers feel part of Sweetgreen, bonding of between workers and with management as well as involving the community.
About Nathaniel Ru
Nathaniel Ru is an American entrepreneur and business executive. Based in Washington, D.C, Ru is a co-founder, a partner of Sweetgreen. The graduate of Georgetown University business school, Ru spends most of his time at Sweetgreen.
Nathaniel Ru believes in strong working teams made of friends and employees. For better results, the customers must have the best experience with excellent services and close touch with staff. His emphasis is on personal and digital marketing.