Nathaniel Ru and his friends always had a hard time finding easy, healthy, and fun places to eat during their senior year while studying at Georgetown University in Washington, DC. They decided to start an eatery on M street due to this reason. The eatery grew to become a restaurant chain known as Sweetgreen six years later. Nathaniel spoke about this during the Wharton Marketing Conference that was titled the New Era of Marketing. It entailed Globalization, Analytics, and Choice.
Nathaniel Ru talked about how it was hard getting the tavern space to set up the eatery. He said that his friends together with him persistently called the landlord until she agreed to meet with them. He says that this was his first time to wear a suit for a business meeting. He adds that they already had the business plan and that they had decided to name the place green. They went out to find an architect and business advisors who helped them set the place up after meeting with the landlord.
Sweetgreen currently has stores in the major cities in Northeast together with their suburbs including Philadelphia, Boston, Washington, and New York. The food offered by Sweetgreen is always fresh and healthy. They get the majority of the ingredients from local purveyors and farmers.
Theresa Dold is the head of digital marketing at Sweetgreen. She also attended the Wharton Conference. Theresa stated that Sweet Green had marketed itself as a place with a deeper purpose and not just as a place to purchase food. She likened Sweetgreen with Apple. Theresa added that Sweetgreen wants to be sexy, social, local, and smart. She added that they have a fantastic line of juices that they throw a music festival every year.
Nathaniel Ru said that every store has to live up to the company’s core values and serve the community that surrounds it regardless of the number of stores that Sweetgreen owns. He added that Sweetgreen is a lifestyle brand and not just a restaurant company.
Nathaniel Ru has a BS in Finance which he earned from the Georgetown University. He is the co-founder of Sweetgreen and has been able to steer the restaurant company to success as its Co-CEO. Nathaniel lives in New York. He has invested in numerous enterprises. Nathaniel and his friends started Sweetlife in 2010 which later grew to become Sweetgreen. He attributes his success to hard work, passion, and commitment.