Nathaniel Ru is Enjoying Sweet Success

Sweet green can be described as a seasonal food, fast casual restaurant chain, that is enjoying a healthy growth rate. The sweet success can be attributed to many things. Started in 2007 in Washington DC by three college graduates it has already a presence in states such as Pennsylvania, New York, Massachusetts, Maryland, Virginia, and California with a total of 77 stores and 1700 employees.

The founders of the company are Nathaniel Ru, Jonathan Newman, and Nicolas Jammet. They put their heads together and decided to go into this venture straight out of Georgetown College.

All three of them come from families who ran their own businesses, so they were not new to the idea of running a business. Part of the reason why they decided to get into the restaurant business is that they were disappointed in the food choices that were available around the campus of the college.

So what did they do? They decided to fix it by opening their own restaurant! At the core of Nathaniel’s business model was to provide healthy as well as tasty eating options for their customers. Part of this plan also included serving vegetables that are in season in the specific area the restaurant is located in.

Nathaniel was involved in Sweet Green from the beginning stages, not only in planning but making sure their plans were done properly. The company has become so successful that Forbes even put him on their popular “30 under 30” list to watch out for. One of the interesting innovations Nathaniel has brought to the company is to run it in a decentralized way.

He and his business partners make it a point to work from the restaurants themselves. This gives them the opportunity to find out how things are going on the ground level. They split their time between visiting and working from different locations several weeks out of the year.

Sweet Green is not only about food. They give a portion of their profits to philanthropic causes and sponsor a yearly music festival aptly named the Sweetlife Festival. They haven’t forgotten to take advantage of technology also in the midst of all this. Read more: Nathaniel Ru | Crunchbase

They launched an app called the Sweetgreen app, which allows customers to put orders in. As far as the future is concerned Nathaniel Ru believes that in order to build a nationwide brand, is by developing customer intimacy. Ru believes that it creates a feeling of social wellbeing.

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