It’s always amazing to see a new restaurant chain swiping across the nation. For so long, society’s had the same big-name corporate restaurant chains as their only fast food option. Lately, a lot of those companies fell behind after people became more health conscious. People also began to wonder where their food came from.
Suddenly, having good food at the restaurant wasn’t enough. This put a lot of smaller chains ahead of the big-name brands. Sweetgreen is one of those smaller brands that grew exponentially since the health craze started. A lot of the corporate restaurant chains could learn a thing or two from Sweetgreen.
Sweetgreen is a legacy restaurant that got it right the first time around. Most companies would have to start from scratch to look like Sweetgreen. Sweetgreen focused on resonating with modern diners from the beginning. All of the recipes include healthy, fresh food that’s organically grown on local farms.
That winning combination’s led to numerous big-name investors buying into Sweetgreen. To date, Sweetgreen has 40 locations nationwide. As delicious as Sweetgreen, it’s about feeding people better food. According to Nathaniel Ru, a co-founder of Sweetgreen, the company must stand for something beyond monetary success.
Technology also plays a big role at Sweetgreen. From the start, technology’s been a part of the company’s DNA. They were using websites and mobile apps before most of their competition. Learn more about Nathaniel Ru: https://www.bizjournals.com/losangeles/potmsearch/detail/submission/6435405/Nathaniel_Ru
To date, nearly a third of the restaurant’s transactions occur online. As technology advances, it becomes more a part of Sweetgreen.
Also important to the co-CEOs is decentralizing their headcount. They’ve never like the idea of big corporate headquarters. There’s a time and place for that, but it’s not in the food industry. They’ve adopted a more fluid management system that allows them to operate as bicoastal leaders.
Opening any business has its challenges, but opening a restaurant is especially difficult. It says a lot about the young co-CEOs that they were able to find success in the food industry their first time. For them, the journey wasn’t as confident as they made it look.
When they first opened, everything was going fine. It wasn’t until their first winter break that they were truly tested. Most of the students were away on vacation, yet, they survived the empty Georgetown campus.