Restaurants are salivating for Sweetgreen’s business model. The high-end salad chain has mesmerized many businessmen with its unique model that has seen it grow to become a leader in the food industry. It has also attracted big-name investors like Danny Meyer, Daniel Boulud, and Steve Case.
Sweetgreen’s business model is centered on four key tenets: healthy, fresh, organic, and local. These factors have enticed thousands of food lovers who flock the company’s 40 retail outlets across the United States.
According to Nathaniel Ru, Sweetgreen is creating a ‘brand that stands for something.’ The co-chief executive officer of the salad-chain restaurant adds that his company is dedicated to providing Americans with better food.
Nathaniel and his former classmates are focused on doing business using the nontraditional strategies. The former business students at Georgetown University have embraced technology. They are working towards making it a key factor in the business.
Although the adaption of the same is still in its early stages, over 30 percent of the company’s transactions are already made through its mobile app or website. According to Ru, the marriage of healthy food and technology appeals to the younger generation.
In addition, Sweetgreen is using the ‘stay close to customers’ approach to enhance its operations. Its co-CEOs shut down the corporate offices five times a year and send every staff to work in the restaurants. Learn more about Nathaniel Ru: http://www.forbes.com/pictures/ekeg45fe/nicolas-jammet-nathaniel-ru-jonathan-neman-co-founders-sweetgreen-262627/
This strategy gives every member of the company an opportunity to appreciate the company’s business model and listen to the customers. Moreover, the company uses a decentralized approach. Notably, the corporation runs its operations without headquarters. Its co-CEOs are bicoastal.
Ru met Nicolas Jammet and Jonathan Neman at Georgetown University where the three took an entrepreneurship class together. The parents of the three entrepreneurs own businesses. The first-generation immigrants collaborated and co-founded Sweetgreen in 2007.
Their first outlet was located in Georgetown. Ten years later, the entrepreneurs have grown the company to a large restaurant chain having over 40 outlets spread across the United States.
About Nathaniel Ru
Nathaniel Ru is an executive leader, shrewd entrepreneur, and investor. The New York City-based co-CEO holds a BS in finance from Georgetown University’s McDonough School of Business. Ru has been an influential figure in the growth of Sweetgreen.
He has played an instrumental role in formulating the company’s business strategies. In addition to his investments at Sweetgreen, Ru has invested in other companies such as LOLA, Bond Street, EatPops, and MeUndies.