Sweetgreenes is a chain of green food eateries founded in 2007 by three Georgetown University seniors, one of whom was Nathaniel Ru. Mr. Ru says that getting a chance to establish the startup was the result of luck, persistence and a stubborn dream.
They had to make a nuisance of themselves to the landlord of the space which they had identified as ideal for their startup, who was coincidentally also their landlord.
Once she agreed to rent the space out to them, they were required to seek backers, an architect and make a proper business plan.
Once they had achieved these milestones, however, their idea picked up immediately, and the company has experienced unprecedented success and growth since. Currently, Sweetgreenes has stores in Boston, Washington, Philadelphia, New York and all their suburbs and they keep growing.
The reason for the company’s robust growth over such a short period, Mr. Ru intimates, is their commitment to their core values which have made them more customer oriented than profit oriented. This has been reflected in their marketing plan in which the central question has always been why rather than what. Learn more about Nathaniel Ru: http://www.thehoya.com/nathaniel-ru-jonathan-neman-and-nicolas-jammet/
They ask themselves why a client would need to buy something before determining what it would be that they would buy and in what condition it should be. They have five core values that direct their business decisions and operations.
The first is a winning mentality, which is predicated o a belief that all the stakeholders in the business should feel that they have benefitted from all the decisions and operations of the company. The second is the idea of thinking in which they believe that every business decision should be able to sustain itself after it has been implemented.
The third is a commitment to authenticity, the fourth is making their products sweet and desirable, and the final core value is to make sure that what they do has a direct and indirect positive impact on the society. All these have been instrumental in steering organizational growth over these past years.
Nathaniel Ru graduated from the Georgetown University in Washington in the year 2007 with a Bachelor of Science Degree in Finance. It is the same year that he and two of his college mates founded Sweetgreene during their final year of college.
The idea behind the founding of Sweetgreene was predicated on the belief that there was a need for the creation of a healthy and eco-friendly dining option that was also delicious for the society’s benefit. It turns out they were right, and their company had grown to great success since it was founded.