Constant improvement and innovation are the keys to success in the world of business. In the restaurant industry, those ideals are chased by trying to bridge the gap between consumer and corporation.
Feeling less like a corporation and more a part of the community can be the difference between steady customers and a location that closes up early. Sweetgreen is a salad chan that is largely located in the northeastern United States. Learn more about Nathaniel Ru: https://twitter.com/nathanielru
Comprised of over 40 locations and founded just a decade ago, Sweetgreen has the attention of many marketing professionals. Leading the pack at Sweetgreen is Co-CEO Nathaniel Ru. Ru has been a difference maker thanks to his approach as a manager and he is definitely an entrepreneur to get introduced to.
The biggest selling point of Sweetgreen is that the management is always pushing and working to erase the concept of a separate corporate identity. Ru and his co-founders have focused since day one on always remaining a valuable part of whatever community that their location services.
In fact, the goal of Sweetgreen’s first location was to help their fellow students! Ru and his co-founders all studied and graduated from Georgetown University together.
While there they realized that there were no healthy eating options for students. After graduating Sweetgreen was immediately set in motion and from the ground up with each student doing their part to help grow the company. Read more: Sweetgreen Founder Interview – Nathaniel Ru | Business Insider and Nathaniel Ru | LinkedIn
While Sweetgreen found success early enough, there were circumstances that definitely went in their favor. For example, Sweetgreen found early investing from big names like Danny Meyer, Daniel Boulud and Steve Case.
Sweetgreen was also able to land the perfect location right where they wanted to be, on M Street in downtown Washington. Still, that doesn’t mean that Nathaniel Ru and his team haven’t been doing their part to push for innovation.
Perhaps the biggest twist on Sweetgreen’s approach to the market is their reliance on digital technology. Fully a third of all Sweetgreen orders are made online through the Sweetgreen website or through their mobile application. This is an incredible departure from industry norm and it shows that Sweetgreen is tapping into something special with their audience.
Sweetgreen will continue to push this portion of their business because it is clearly setting themselves above and beyond their competition.
Nathaniel Ru points to the company Under Armour as an inspiration because, in his words, “It’s a company that stands for something bigger than itself.”