Sweetgreens creating sweetlife

Nathaniel Ru founded Sweetgreens in August of 2007. Nathaniel and his co-CEO’s Nicolas Jammet and Jonathan Neman took an entrepreneurship class together at Georgetown University. They created Sweetgreens with two things in mind; first they wanted to feed people better and second they wanted to make a brand that would stand for something. They didn’t feel as though there were enough healthy eating options near Georgetown and once they graduated they decided to open Sweetgreens. When Georgetown University was mostly empty during winter break Nathaniel, Nicolas and Jonathan realized that their restaurant would make it. People were still frequenting Sweetgreens for a healthy dining alternative. Learn more: http://www.thehoya.com/nathaniel-ru-jonathan-neman-and-nicolas-jammet/

 

Sweetgreens serves farm to table food in a fast food chain restaurant atmosphere. Sweetgreens factors in organic, local, healthy and fresh when they are creating their rotating menus. As of October 2016, Sweetgreens had 64 restaurants with over 1,700 employees. Sweegreens currently has locations in California, Illinois, New York, the District of Columbia, Maryland, Virginia Massachusetts and Pennsylvania. Learn more: https://www.linkedin.com/in/nathaniel-ru-b04a7310

 

Nathaniel, Nicolas and Jonathan are tech pioneers and over thirty percent of their companies transactions are made via their company site or mobile phone app. These co-CEO’s are bicostal and do not believe in a true corporate headquarters. They do have an office in Los Angeles but they are hoping to grow their company more nationally. Sweetgreens shuts down their office five times a year and the office staff works within the various restaurant locations for a more hands on approach. Learn more: http://www.forbes.com/pictures/ekeg45fe/nicolas-jammet-nathaniel-ru-jonathan-neman-co-founders-sweetgreen-262627/

 

In 2009, after opening a larget Sweetgreens location in Dupont circle, they had a lull in customers. Upon realizing they needed a reason for customers to come to this new location they started playing live music. This connection between music and food was the beginning of a larger trend they would create. Eventually they started bringing their food to local farmers markets and incorporated music there as well. Six hundred people showed up to this event and they decided to name it sweetlife. This new yearly music festival that Sweetgreens incorporates with their food draws upwards to twenty thousand people yearly. In addition to those coming for the music and Sweetgreens food, local farmers and food trucks also attend the music fest. While constantly asking “why” when coming up with new marketing ideas, Sweetgreens is becoming a strong leader in the healthy and convenient life style while incorporating fun and creativity. Learn more: https://www.youtube.com/watch?v=VnQ9aK4ZmFA