Nathaniel Ru’s Sweetgreen Business Model

Many people might think the idea of a restaurant company that sells nothing but salads might be a absolutely dreadful business idea; if you did you would be dead wrong. The company that is proving this is Sweetgreen, a independent and nation wide restaurant chain that took off after receiving creative backing from big names like Danny Meyer, Steve Case and Daniel Boulud. One of the primary reasons for the food chain’s success is its menu items which consist of absolutely nothing but salads. They are not, however, just any old salads but freshly made with a wide variety of delectable variations, all sourced from local farms who ship their produce directly (which naturally helps family owned farms as well by cutting out the middle, so to speak). If the companies food could be summed up in three words it would be, organic, healthy and fresh.

 

The companies co-founder, partner and CEO, Nathaniel Ru has publically stated that he and the Sweetgreen team wanted to make a restaurant whose product would make people feel good rather than just full; one which would be healthy and sustainable. That is to say, a restaurant that stood for something. The 32 year old Californian also noted in a recent interview with Forbes that the company has seen great success in differentiating itself from other similar venues such as Chipotle by entering the market in locations and areas that are not conventionally thought of as fast food zones such as tech and high business sectors.

 

However, it is not just what Mr. Ru and his team are doing on the ground and in their stores that is bringing so many people clamoring for salads as if they were made of gold, for there is also the question of technology. All of the founders and leaders of Sweetgreens (including Ru) are extremely tech savvy and worked in the technology industry prior to creating the restaurant chain which gave them a huge leg up in terms of graphics creation, app and mobile tech designation, SEO, hosting and all the other particulars that have now become a integral component of any successful modern day business model. Learn more: http://www.businessinsider.com/sweetgreen-founder-interview-nathaniel-ru-2016-3