Sweetgreen is a salad restaurant chain that never lacks a queue of customers eager to taste their delicious quick lunch. Fortunately, clients can cleverly avoid lining up by utilizing the Sweetgreen app to place orders. The chain’s initial operation was in Washington, DC in 2007 and it has expanded to 40 outlets in California and New York.
Sweetgreen’s catch is their ability to provide healthy, tasty and affordable food giving the customers the best value for their money. Their food joints serve generously. Therefore, you don’t feel hungry just a few moments after having a meal, like it is the case with most fast food restaurants. For an amount not exceeding the price of a burger and French fries, you can enjoy a bounty serving of nourishing food.
Nathaniel Ru explains that Sweetgreen analyzes the demographics of a region and makes proper timing before launching new branches. He adds that how they enter a market determines how well their business will do.
He explains that their choice of location isolated Sweetgreen from world’s major chipotles in New York hence reducing competition. He adds that Sweetgreen is not only interested in providing lunch to daytime workers but also to have a steady flow of dinner and weekend customers.
Sweetgreen ensures that all customers have a smile on their faces by customizing products and being consistent in their service. Sweetgreen wants to be reliable to clients whether they order in the restaurant or with the app.
The restaurant’s kitchen is not secluded, and customers can clearly see the ingredients and the preparation process. Ru feels that this is a good move in assuring quality to customers instead of trying to convince them by word of mouth.
To source ingredients, Sweetgreen visits farms to find out what the farmers can supply, instead of calling them to ask them if they have a certain crop. This exploration enables the restaurant to introduce new vegetables to their clients and to establish new recipes that most people had not tried before.
The Founding of Sweetgreen
In partnership with Nicholas Jammet and Jonathan Neman, Nathaniel Ru founded Sweetgreen in 2007 just a few months after graduating from the Business School of Georgetown University. By late 2016, the fast casual restaurant chain had 64 stores spread across Washington DC, California, New York, Illinois, Virginia, Pennsylvania, Maryland, and Massachusetts.
Sweetgreen has more than 1,700 workers. Apart from food service, the business has initiatives in charity, technology, music and wellness.