The casual dining restaurant Sweetgreen has enjoyed a great deal of success since they opened their first location. They are committed to offering their customers local farm fresh produce to create their salad masterpieces. They also have a unique business model that is one of the reasons that they have gained so much attention from not only their target market but from investors and critics alike. They have made a point to open their new locations in areas that other chain restaurants have overlooked that are in need of fresh and healthy food options. They position themselves in areas where there is a high concentration of offices and foot traffic that is not yet saturated with other competitors. They also pay a great deal of attention to the layout and presentation of the food. They have a see-through kitchen where you can see the food being prepared. The interior of the restaurant is clean and inviting. The prices for their salads are very competitive too. They offer a large, well-made salad for around ten dollars which are cheaper than most fast food options. This business model has attracted people to this company and made it one of the fastest growing food chains in the country at the moment.
Nathaniel Ru is one of the co-founders of Sweetgreen. He met his partner Jonathan Neman at Georgetown University where they were both attending undergraduate classes. They immediately became friends and began tossing around ideas for a healthy and affordable restaurant.They approached a landlord with a well thought out business plan and convinced him to allow them to open their first location.
Nathaniel Ru was able to obtain $375,000 in startup capital from loans from family and friends. His endeavor paid off and before he knew it they were opening locations all over the country.He has collaborated with many chefs to create hit salads that people can’t get enough of. The company has been so successful that they have been able to raise $95 million in capital from major investors all over the country. Nathaniel Ru has watched his company grow from a single location to a major restaurant chain in just a few short years because of his keen insight and business experience.