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Creating New Business Model in Fast Foods; the Story of Nathaniel Ru and Sweetgreen

As a senior undergraduate at Georgetown University in Washington, D.C., Nathaniel Ru and his friends Jonathan Neman and Nicolas Jammet used to have difficulties looking for a healthy joint to eat. Besides getting food, they wanted a single joint that would provide both food and fun. This experience prompted them to set up such a joint as soon as they got out of school. The three buddies ventured into food, business. Today they boast of a successful chain of restaurants that offer food in the best way. Initial efforts to secure a place were difficult, but through persistence, they got a strategic location of their choice. They had resolved to call their food joint the Sweetgreen. Today, Sweetgreen has stores in America’s great cities providing fresh and healthy food. The motivation and driving force behind Ru’s success are living up to the co values of the company. Learn more: http://knowledge.wharton.upenn.edu/article/sweetgreens-nathaniel-ru-everything-last-longer/

 

To remain relevant each day, they have set values that guide their operations. Value number one is victory for the business and the clients. Secondly, creating a lifestyle brand that will outlive them and the third one is keeping it real all the time by being authentic. The Fourth value is “sweet.” Being nice to all in the system brings sweet tidings. The clients, the business and its employees should have it sweet. No wonder the name Sweetgreen. Indeed, this is a marketing strategy. If satisfied, clients have a way of using the “tell a friend “concept and this way the customer base expands. The last but not least of their values are whole, which can be defined as teamwork Ru reiterates that they do it together. The whole exceeds the sum of its parts and working together every day has helped them achieve the much they have today. Learn more: http://www.forbes.com/pictures/ekeg45fe/nicolas-jammet-nathaniel-ru-jonathan-neman-co-founders-sweetgreen-262627/

 

One of their milestone achievements was joint they opened a new joint at Dupont Circle .the first two weeks were a disaster with no customers an obstacle they overcame by using music. It served the purpose as it created an emotional way of luring clients. The results of the experiment on food and music bore fruits and today its part of their culture. The trio seeks to engage in what will outlive them and thus endeavors to improve each day. Their enthusiasm keeps the business evolving. Sweetgreens in not just a typical food joint but a lifestyle brand. They take great pride in serving their customers with better food. The university friends have embraced technology in a big way. They do web based transactions through their website, and mobile apps and their management approach are client oriented. Learn more: http://fortune.com/2016/02/18/sweetgreen-entrepreneurs/

 

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