As senior year students of Georgetown University, Nathaniel Ru and his friends made a brilliant. The discovery was about a fast food service that would help campus students in accessing affordable and quality food. They decided to set up a tavern of 560 square feet along M Street in Washington, D.C. The eatery they founded was known as Sweetgreen. Six years after they launched the eatery, it accommodated over 100 clients.
Theresa Dold acknowledged Sweetgreen’s efforts in revolutionizing the fast-food industry. She said that people usually buy the concept of making a product. She also added that the product has to be unique for clients to spend their money on it. Sweetgreen currently serves residents of Washington, Philadelphia, New York and Boston. The restaurant’s ingredients are usually sourced from local purveyors and farmers. Dold also praised Ru and other Sweetgreen’s founders for their brilliant marketing strategies. She said that the restaurant markets itself through its quality food products.
Dold also compared Sweetgreen to Apple in terms of making things simple and beautiful to use. She said that Ru and his friends adopted a brilliant approach to thinking about products that will serve many people. She also pointed out that Sweetgreen adopts a local and social marketing approach.
About Nathaniel Ru
Nathaniel Ru studied at the McDonough School of Business of the Georgetown University and graduated with an undergrad in finance. Ru, Jonathan Neman, and Nicholas Jammet were students of Georgetown University. They founded Sweetgreen as a local sourcing and sustainable fast food restaurant. Ru was passionate about coming up with a service that would serve people with decent meals. He also collaborated with his friends in launching Sweetlife, a renowned food and music festival. The festival hosts over 20,000 people including performances from musicians and meals prepared by top chefs in the country. During the festival, attendees get a chance to purchase high-quality food products and ingredients from local farmers.
Ru attended the Wharton Marketing Conference where he shared Sweetgreen’s success story. He said that when they were renting out a tavern for their eatery, they found out it was owned by the same landlord of apartments that were close to their residence. Ru and his friends agreed with the landlord on how they would pay for the tavern. Ru and his associates took three and a half weeks to prepare a remodeling plan. Sweetgreen’s digital marketing head also accompanied Ru to the conference.
Venture Capitalists are ready to help further the mission of Nathaniel Ru and his Sweetgreen stores with the combined amount of $95 million dollars. Some entrepreneurs may have a hard time getting a single investor to get involved. Nathaniel Ru, however, has managed to get multiple investors in place. This is no coincidence. He started with a single Sweetgreen store in Georgetown. This buzz would spread in a way that people never believed that it could. Now there are investors that are putting up millions of dollars in order to see this company rise to the top.
A large number of people are interested in going out to dine, and Sweetgreen has become the type of organization that gives people access to choices that they did not have before. It was initially assumed to be something of a salad bar type of restaurant, but the warm bowls with a collection of meats and vegetables became a game changer. People in many different states have been able to taste the delectable meals that are part of the menu for Sweetgreen, but this is mostly a north, east and west coast environment. Sweetgreen has yet to consider the hearts of people in the south and the mid-west because these types of restaurants do not exist in these areas of the United States yet. That is why the venture capitalist money is so important. This will be the way that Nathaniel Ru makes it to other areas in the United States. He has shown a portion of the United States that healthy eating can be fun, but he needs that venture capitalist money to get the rest of the world to take notice.
There is a lot of buzz about the restaurant that has people eating healthy, but Nathaniel Ru knows that he has a long way to go. He is ready for the challenge though. He has no problem getting his company out to other locations because he is still passionate about the business. For him, this is just like the early days of the first Sweetgreen establishment. He has shown people early on that healthy eating has great benefits, and he does not have any desire to stop doing this.
Sweetgreen is getting in the school environment. Farmers are added to the equation because they bring in the fresh vegetables that keeps this dining establishment in business. Sweetgreen doesn’t seem like the big franchise that is making Americans obese with cheeseburgers and fries. Instead, each Sweetgreen restaurant seems like a neighborhood cornerstone that provides a healthy alternative. Each restaurant has different designs that are in place to draw attention to these restaurants. Nathaniel Ru has carefully crafted some interesting marketing strategies.