This is not an article about investing. This article is about a restaurant chain that many big-name investors are happy they invested in years ago. Now, most investors will say that investing in a restaurant or bar is the worst decision any new investor could make. But, if that restaurant is anything like Sweetgreen, not investing would be a huge mistake.
Sweetgreen is a high-end salad chain that makes other so-called healthy restaurants look like a boring fast food chain. That’s because the three co-CEOs wanted Sweetgreen to be significantly different from the competition. For a start, Sweetgreen embraced technology long before everyone else started using apps to increase sales. Read more: Nathaniel Ru | Crunchbase and Sweetgreen Entreprenuers | Fortune
Part of Sweetgreen’s success is also the way the companies run. The co-CEOs were never fans of big corporate headquarters. Most big-name brands that have corporate headquarters have lost touch with their customers. Sweetgreen’s owners have a more hands-on approach when it comes to growing the company.
They personally fly from coast to coast, overseeing all of the restaurant’s operations. This is something they learned to do after opening the first Sweetgreen in Georgetown. For much of the beginning, they did all the work themselves; even when things got tough and they should’ve hired a team. Read more: Nathaniel Ru Blazes a Trail in The Height Food Industry | Affiliate Dork
Sweetgreen’s such an exciting innovation in the food industry; it’s attracted a lot of attention. Co-founder Nathaniel Ru’s done countless interviews, explaining how Sweetgreen’s found such success in such a short time period. The first Sweetgreen restaurant opened in 2007, and now, they have 40 locations spanning from California to New York.
The first thing that Ru talked about was that way that Sweetgreen locations are picked. It’s not as easy to just open a restaurant wherever. There’s a lot of planning, including the use of demographic analysis. They also take the timing of the store’s opening into consideration.
Sweetgreen set itself apart from the competition in a big way. Most restaurants pick their locations based on the number of surrounding businesses. The more businesses in the area, the more likely that employees will eat there during their lunch breaks.
Sweetgreen wants to be a part of the community. They open their restaurants in the affluent and popular parts of the city. They want people to think of Sweetgreen as somewhere to go at any time.
Learn more about Nathaniel Ru: