Nathaniel Ru Steers Sweetgreen to Prominence

Sweetgreen is a fast-casual salad that serves seasonal and healthy food. The magic behind Sweetgreen’s success is that its healthy food is tasty and reasonably priced.

After opening the first store in Washington, DC in 2007, Sweetgreen has quickly expanded to states such as California and New York. If a food chain could start from scratch, it would look like Sweetgreen.

Nathaniel Ru says that the timing of store openings has been instrumental in Sweetgreen’s success. How Sweetgreen enters the market is as important as how many stores it opens. The first Sweetgreen’s store in New York was opened at Broadway and 28th street along the increasingly chic Nomad neighborhood.

That was far from the standard strip of fast food chains along 23rd street, which is clustered by lots of new media and tech businesses. That helped set Sweetgreen apart from other fast-casual restaurant chains in New York City.

Besides, Sweetgreen opened stores in the affluent neighborhoods of Williamsburg, Nolita, and Tribeca. Sweetgreen’s idea is to get beyond pure convenience by including dinners and weekends as well.

Sweetgreen is a fast-casual restaurant chain that you can rely on, whether ordering with a mobile app or in-store. Nathaniel Ru says that seeing the ingredients and the process behind Sweetgreen’s kitchen is essential to its success. Sweetgreen makes its dressing and other products from scratch every day. Learn more about Nathaniel Ru:

With product delivery done each morning, it’s crucial for Sweetgreen to demonstrate to its guests rather than telling them what they do. It takes about a 15-minute wait for your order to go through.

Just like Chipotle, you stand in front of a row of ingredients during ordering. You will be walked through the entire ordering process by a Sweetgreen’s team member.

Nathaniel Ru and his friends intend to meet local farmers before drafting a business plan. That will help figure out if it’s possible to create a fast-casual restaurant chain before opening a cluster of stores.

Unlike other fast food chains, Sweetgreens acquire ingredients from local farmers instead of requesting them to grow a certain crop. That reduces wastage and exposes customers to a variety of veggies.

About Nathaniel Ru

Nathaniel Ru runs a prestigious fast-casual restaurant chain in the United States. He teamed up with his two college colleagues, Jonathan Neman and Nicolas Jammet to establish a food chain three months after graduating from Georgetown University in 2007.

The food chain currently operates 72 stores across the United States.

Read more: Nathaniel Ru | LinkedIn