Nathaniel Ru is a Georgetown University alumnus who has grown to become the owner and manager of a successful organic restaurant. He began the enterprise in partnership with two schoolmates who shared his vision of launching a healthy eating plan in Georgia. Nathaniel Ru stated that Sweetgreen’s ultimate aim is to change the eating habits of an entire society and generation. He is an admirer of Kevin Plank, Under Armour’s CEO, explaining that he works for more than the enterprise’s revenue. The restaurant which has now become a sensation in the area and to tourists began as a 560 square foot tavern. It is currently a 21 store building that loads its food directly from the farm onto the tables using the input of expert hospitality staff.
Nathaniel Ru commented that the growth of Sweetgreen is the contribution of analytics, global marketing schemes and professional decision making. The launch of the restaurant’s first location was faced with devastating news upon attempting to book a room. The building’s landlord denied them an opportunity but eventually gave in to their request after a month of relentless calling and business persuasion solutions. When the landlord finally met the young business entrepreneurs, she was highly impressed with their business plan and vision. She commented that they would go a long way and was happy to become a part of something revolutionary. Nathaniel Ru added that the opening of the restaurant fell on the right dates, seeming that they had prepared enough material to catapult them towards a better future. Currently, they have regional branches in Washington, Philadelphia, New York and Boston.
Sweetgreen has an urban and creative spirit that draws in the millennial society from every society that they have an operation. They did not begin their enterprise with a set of values that they would embody but later drafted five statements that encompass their belief and their vision. Nathaniel explained that Sweetgreen values customer feedback and has a long-term undeterred focus to create a win-win situation for all players.
During the restaurant’s launch, the entrepreneurs planned an opening party that only had the attendance of their families and investors. The underachievement prompted them to start the music food connection that has music playing every Saturday and Sunday in the open space to attract customers. They then launched an open space food music festival where people would buy organic food sourced from a nearby farm. The festival, Sweetlife, has become a sensation in the region and has had the gracing p=of performances by icons such as Kendrick Lamar.