Nathaniel Ru and his friends started a 560 square foot tavern on M street in the middle of the downtown area in Washington D.C. Six years later, it developed to become a 21-store farm-to-table style restaurant chain called Sweetgreen. Starting out was difficult, it took a couple of calls to convince the landlord to pick up and talk to them to organize a business meeting.
The owner saw something in the three young students from Georgetown University. She told them to get a financial advisor and an architect so that they can come up with a real plan, which they did.
Sweetgreen now has branches in the large cities and suburbs in the Northeast, New York, Boston just to name a few. They buy their produce from local farmers. This is the reason why their food remains fresh and healthy. They have a different way of doing things in marketing strategies and service offered to customers. Nathaniel Ru says that it doesn’t matter how many branches it has, each of them has to stick to the five core values of the enterprise.
The first core value is the notion of win situation in which for the company, community and customers have an equal stake. A win for one is a triumph for all. The second thing is a mentality of thinking sustainably. The third thing is to always be original in everything starting from the product. The Fourth is to add the Sweetgreen touch. Finally, he said that they had to make an outstanding impact on the society. Learn more about Nathaniel Ru: https://twitter.com/nathanielru and https://patch.com/california/across-ca/nathaniel-rus-vision-sweetgreen
The musical approach they brought to the business made them unique, and they were not only a restaurant but a lifestyle company. Sweetgreen has also partnered with health organizations such as gyms and has held Yoga classes in Washington D.C. They also direct customers to their partners who in turn send their clients to Sweetgreen. Ru says for the attainment of success, teamwork is a key actor which he has with his partners and also his employees.
Nathaniel Ru is an alumna of Georgetown University’s McDonough School of business, which he studied in 2007. Later that year he and his two friends partnered to start Sweetgreen, which has grown to become a chain of restaurants. In the year 2010, Ru started Sweetlife, the regions biggest music festival which attracts over 20,000 attendees. He is one of the successful entrepreneurs at a young age.