Nathaniel Ru has built his restaurant chain to 40 restaurants, with more to follow. The first restaurant was in Washington DC, established in 2007. Since then it has expanded to New York and California. There are more restaurants planned for Boston and Chicago. The restaurant was started with a number of new ideas that have helped it grow and gain business.
Sweetgreen, the restaurant chain Ru has grown, is dedicated to providing nutritional salads at a reasonable price. Unlike the vast majority of restaurant, in particular fast food places, these restaurants provided food that is actually good for you. Even better is that the salads are substantial and filling and so serve as an excellent choice for lunch or dinner. They offer a variety of salads that are sure to appeal to most people.
Sweetgreen has a unique way of sourcing its food. When it decides to enter a market the first thing it does is talk to local farmers. Ru wants to know what the farmers are growing rather than dictating what they want. In this way they can obtain ingredients that are new to customers. This also has the added benefit of reducing food waste as they are buying what is actually being grown. An example would be broccoli, where the leaves of the plant were being tilled back into the earth the farmers as nobody wanted them. It turns out their just as healthy as the crowns so Ru made a deal to buy these which saves on food waste and gives customers something they haven’t had before.
Their real estate strategy relies on the sequencing of new stores. They open stores in upper class areas of the city in order to be near where people live, rather than where they work. In this way they want to be able to sell not just for lunch but dinners and weekends as well.
In 2007 Nathaniel Ru obtained a bachelors degree Finance from Georgetown University’s McDonough School of Business. That same year he opened Sweetgreen with two other individuals. The goal of the company is to provide local, sustainable food that is healthy and well priced. In 2010 Ru and his partners also launched Sweetlife, which is a music festival. One of the goals of the festival he established is to be carbon neutral and also celebrate healthy living.