The interesting thing about the Sweetgreen’s company and its three founders is that three years ago, only the trio knew of the idea that they had in mind. The three were discussing about how difficult it was to find healthier food alternatives on campus when they realized that this was a business opportunity in disguise.
Six years after they first thought of the problem, Sweetgreen is now a fully established 21 store farm to table restaurant that specializes in organic food alternatives for people that love the concept of clean eating. The first challenge that the trio had when they were trying to establish their business was getting space for the first restaurant. Coincidentally, the landlord to their rental also owned a space they were eyeing. The first time they called her, she simply hung up on them after hearing their plans. They proceeded to call her every day of the month till she agreed to a face to face meeting.
When the landlord met them, she was more supportive than they had imagined. She told them to look for an architect and polish their business plan. This made them start having confidence that they had something great going. In three weeks, they had the architect and backers. Nathaniel says, they remain grateful to the woman who decided to believe in college seniors with no previous experience in the restaurant business. Today, the trendy organic food restaurant has spread to Boston, New York, Philadelphia and Washington.
The thing that made the concept sell was that the company was selling more than just salad. They likened their business to Apple, which looks from the inside out. The deeper purpose has been solidified with the introduction of Sweetlife. Their aim in marketing is to be smart, sexy, social and local. The sweetlife ventures is the part of the company that organizes a music festival annually as part of marketing for their brand.
Nathaniel Ru believes that the concept they have created will last long after they are gone. This is what makes their company more unique than everyone else in the market selling greens. Winning while keeping it real are two of the five values that the company bases their marketing on. From the look of things, the sky will be the limit for this young business.