Sweetgreen Restaurant has grown to be among the customers’ favorite joints because it challenges the norm. At the time when it was launched, starting a healthy eating joint was a high risk that many would not take for fear of making losses.
People also love the joint because the three co-founders Nathaniel, Jonathan, and Nicholas, answered ‘the why’ before they answered ‘the what.’ They needed to offer people healthy foods to reduce instances of sicknesses and diseases. Profitability was not the drive of the business, but sustainability and quality were.
Additionally, Sweetgreen markets with the intention of capturing its customers. The company, just like Apple, desires to be smart, sexy, local and social. Other than offering healthy meals, Sweetgreen has a great line of juices that are captivating to the customers’ tastes. Moreover, they hold a music festival on an annual basis as a way of appealing to the customers.
The management desires that when people consume its products, they reap some benefits in terms of receiving good quality at affordable prices. The company gains profitability and experience while the community benefits from sustainability.
The second value is sustainability, whereby the management believes that all that they do should be for the long-term. To achieve the objective, Jonathan, Nicholas, and Ru believe in doing something that will outlive them.
Thirdly, Sweetgreen loves to keep it real. According to Nathaniel Ru, this is achieved by ensuring that everything is authentic; authenticity is observed while sourcing workers and raw food materials.
Fourthly, sweetness is also a core value, whereby the management ensures that every customer receives a sweet experience. They believe that if the client receives 110% satisfaction, then they will pass word of mouth to other clients, increasing the clientele of the company.
The fifth and last core value that is practiced at Sweetgreen is ‘impact.’ Every employee in the company is asked to make an impact in whatever they do on a daily basis.
Nathaniel Ru is the co-founder and co-chief executive officer of Sweetgreen restaurant. He graduated from Georgetown University with a bachelor of business in finance in 2007. Immediately after that, Ru and his two friends Nicholas and Jonathan co-founded Sweetgreen with the intention of offering healthy eating alternatives to the people.