Sweetgreen is an American chain of restaurants that serves salads. The co-founders are Nicholas Jammet, Jonathan Neman and Nathaniel Ru. It was formed after three months of graduating from Georgetown University.
It was formed in august 2007. The restaurant expanded very fast and by October 2017, it had 77 chain stores operating across the United States. It has in created employment to over 3,500 people.
When Nathaniel Ru and some of his friends were still schooling at Georgetown University in Washington, D.C, they always encountered a lot of problem in identifying a healthy place that was also fun and cheap that they would have a meal.
They wondered and pondered whether the solution to their problem would be found in the midst of the downtown area. And to their surprise, this turned out to be a success as they set up an eatery in the area around M street. It flourished and grew to chain of stores across.
After Nathaniel Ru and his friends decided to rent the tavern space, they contacted the landlord and explained all what their intention was. She only hanged up without giving them any feedback. This didn’t deter them from pushing on with their aspiration. Read more: Nathaniel Ru | Dynamic Dialogues and Nathaniel Ru | LinkedIn
They called her every day for a whole month until when she decided to show up for a face-to- face talk. The day the meeting was scheduled, they armed themselves with a business plan. One of the pages of the plan was the business name “greens” and the other page was all about finances.
However, the landlord didn’t despise these three young men but saw visionary entrepreneurs. She thus advised them to get an architect and business backers and later go back with a good plan.
After three and a half weeks, they found an architect and business backers. Nathaniel Ru and his friends were grateful that the landlord decided to give them an opportunity to sell their concept even though they had no experience concerning restaurants.
Sweetgreen markets itself not merely as a place to purchase food but as a “why” place. it has a deeper purpose to serve people around areas that they operate rather than only selling salads. All sweetgreen stores must live up to the expectations and the core values of the company.
Nathaniel Ru’s assertion is that “Everything you do should last longer than you”. This is a positive characteristic of an entrepreneur who is ready and willing to succeed.