Sweetgreen Continues to Thrive
Everyone who likes to cook wants to open their own restaurant, but restaurants are a lot of hard work. Even worse, most restaurant chains all look the same. They all proclaim to have the best, freshest ingredients straight from a farm. If any of it were true, that restaurant would be Sweetgreen.
Sweetgreen is a truly fresh restaurant; in more ways than one. So far, the chain has 40 locations in major cities across the country. The restaurant found success by striking every note of the modern foodie’s preferences: healthy, fresh, organic, and locally grown.
It’s not just the freshness of Sweetgreen that makes it a rising powerhouse in the food industry. Sweetgreen, co-founded by some tech entrepreneurs, embraces new technology. Nearly one-third of the restaurant’s transactions occur online. It’s a new type of restaurant for the next generation of tech lovers.
Also, Sweetgreen co-CEOs introduced a new form of management strategy. They’ve never been fans of big corporations, so they created a more fluid management strategy. Rather than operating solely out of corporate headquarters, they use a bicoastal system that enables them to move from one office to another quickly and efficiently. They also close their offices from time to time to allow every employee the opportunity to work in one of the restaurants.
Sweetgreen began as a small campus restaurant at Georgetown University. Its co-founders, Nathaniel Ru, Jonathon Neman, and Nicolas Jammet, all met at Georgetown. They instantly bonded over their entrepreneurship class. Their parents were also entrepreneurs, something else for them to bond over. Read more: Nathaniel Ru | Dynamic Dialogues and Sweetgreen Entreprenuers | Fortune
After graduating, they wanted to jump right into entrepreneurship. The first rule of starting a business: identify market opportunities. The first thing they noticed was that Georgetown didn’t have any healthy food options. That’s when they came up with the idea for Sweetgreen.
Honestly, they didn’t know if the restaurant would succeed. It wasn’t until the first winter break they faced when they realized they had created something special. Even though most students were away for winter break, Sweetgreen managed to find success on campus.
Since those days, the co-CEOs learned a lot of lessons the hard way. Having parents who found success as entrepreneurs helped them adapt to the hard-working lifestyle quickly. The problem was learning to let go of the responsibilities and bring new people into the company.
Learn more about Nathaniel Ru: