Food is increasingly a topic of discussion. As the country shifts more toward healthier preferences, more restaurants are renovating their appearance and menus. Most renovate only the basics while others are undergoing complete makeovers. Yet, all that work doesn’t compare to the originality of Sweetgreen, a high-end salad chain.
Following its launch in 2007, Sweetgreen immediately attracted big-name investors. Sweetgreen proved that salad-chains can survive in America with the right ingredients. Of the 40 Sweetgreen locations, all of them use the healthy, fresh, locally grown organic produce. It was important to Nathaniel Ru, one of the co-CEOs of Sweetgreen, to create a brand that feeds people better food. Learn more about Nathaniel Ru: http://bitsylink.com/2017/07/27/nathaniel-ru-talks-about-sweetgreens/
Sweetgreen is also technologically superior to many of their competitors. It may not seem like it, but Sweetgreen was one of the first to use websites and mobile apps to facilitate transactions. Currently, nearly one-third of all of Sweetgreen’s transactions occur online.
Embracing technology also allowed the co-CEOs to develop a new form of management. Rather than the traditional main headquarters, Sweetgreen’s corporate offices have more personal vibes. Every so often, they shut down the corporate offices so that every employee gets the opportunity to work in one of the restaurants.
Sweetgreen revolves around new and exciting ideas. It’s been that way since day one. For each of the co-founders, Nathaniel Ru, Jonathan Neman, and Nicolas Jammet, Sweetgreen is a dream realized. Back at Georgetown University, they learned about business and each other in their entrepreneurship class.
They also learned that all three are first-generation immigrants and the children of entrepreneurs. Having parents with their own businesses gave the three co-CEOs an advantage over everyone else. Yet, they still experienced the same fear that entrepreneur fears: failure. They waited until after they graduated before trying to open their own business.
When they were ready, they looked around Georgetown for clues as to what kind of business to start. The first thing they noticed was a lack of healthy food options in the area. That’s where Sweetgreen started: at Georgetown University in 2007. Soon after, the young men began expanding nationwide.
The hardest thing for the trio was team building. They’d gotten used to being the only ones doing everything. It was hard for them to let go and let others take the reins. Every entrepreneur struggles with letting go at first.