Nathaniel Ru Has A Formula for Sweetgreen’s Success

November 30th, 2017

In a recent article posted to Fortune, the Sweetgreen brand is discussed with co founder and co CEO Nathaniel Ru. He said the driving force behind the concept was the desired to provide people with better food.

Most of the food on the market was highly processed and lacking nutrition. One of the factors behind the success of Sweetgreen is the ability for upper management to connect with the people working behind the counters and in the kitchens. Read more: Nathaniel Ru Blazes a Trail in The Height Food Industry | Affiliate Dork

They take time off several times per year to work side by side with the average employee to get an idea of how the business is working internally and on the front line. Nathaniel says that the company does not believe in a large headquarters with a great amount of upper management. They like to key the numbers small and stay in touch with the employees.

Nathaniel Ru met his now partner in Sweetgreen, Jonathan Neman at Georgetown University undergraduate business school. Since the first store opened in 2007, the chain has managed to open 72 stores all over the country.

In total, the company has over 1,700 employees and is continuing to grow. Nathaniel Ru takes a very hands on approach to his methods of management and promotion and spends most of his time working closely with the employees that manage the day to day functions of the restaurants.

From having a meager start up of around $375,000, that company has managed to earn over $95 million in the last ten years.

Nathaniel Ru is also into heavily promoting their brand via music festivals and music artists, which is a relatively new concept for this type of establishment. In fact, the company has their own festival called The Sweetlife Festival which features food, music, and a sense of community.

Nathaniel Ru contributes the success of the chain to a variety of factors including the timing of their openings on the market, as well as the location of each business. He says there is a specific formula to which they adhere, to gain the maximum potential from each store. He also attributes some of the success to the atmosphere and appearance of the restaurants.

They are modern, clean, and people can clearly see the food being prepared. This formula has propelled the company to become one of the most successful food chains in recent times, and the Sweetgreen brand is projected to continue to see growth and success.

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