Nathaniel Ru – article recap

Sweetgreen is not your usual corner fast food outlet. In fact, it is a healthy salad chain store that is changing customer’s perception of how food service outlets should operate. The nutritious food, healthy proportions, reasonable prices, and smiling service makes Sweetgreen different from its competitors. In fact, this is one of the reasons why customers flock to its stores in large numbers. Often the store has a long line that seems similar to lines in an Apple store when a new model of iPhone is released.


After starting in Washington, in 2007, the brand has extended to New York and California. Already, the management is ready to introduce its outlets in Boston and Chicago. An open kitchen, fresh ingredients, and localities in chic neighborhoods is a welcome relief for city dwellers who like the idea of a round-the-clock meal that does not make you hungry after 45 minutes. The success of the company has allowed the brand to hire more than 1,700 employees across the United States. Apart from the food, its initiatives are spreading across music, philanthropy, and lifestyle space.


According to its founder, Nathaniel Ru, there are certain important factors that made Sweetgreen popular among its clients. Instead of opening a restaurant in the well-known spots such as Broadway, the management focused on trendy neighborhoods where people were willing to try the healthy food three times a day. It also meant that the demographics of visitors is not the average visitor to the New York City. Instead, its customers are locals who want to try something different away from the hustle and bustle of the big city.


Another important selling point is clean lines and personalized customer service. As soon as customers walk in a Sweetgreen store, they are greeted by the small of fresh and clean ingredients, which are on display in the open kitchen. As all the ingredients are freshly prepared and transported from the farms on a daily basis, it is important for the management to create awareness of freshness instead of telling customers about it.


Similarly, the personalized service is extended by a customer service representative who walks through the entire process on a one-on-one basis. Whereas it normally takes fifteen minutes for the customer to wait in line, the one-on-one service makes up for the wait time. As for the company, the friendly service means that they have to dedicate more man hours to satisfy the demand, but it is definitely worth it. Nathaniel Ru also explained that their company is eager to offer newer products. For example, the often use the leaves surrounding a broccoli crown that are otherwise wasted. By using less known but healthier alternatives, there is always something new for the customer.

Freshpet Enters The Pet Food Market As An Innovator

The latest trend in pet foods is the marketing of pet foods with healthier and more natural ingredients. This trend has been pushed by the consumer market’s desire for more organic and natural foods for families and children. You can see this trend in any grocery store by looking at the additional natural food choices available to you and your family. This new focus has now moved to pet foods. Even the major pet food companies are introducing new all natural pet foods to the marketplace and as a consequence, there is now a huge demand for all-natural dog and cat foods. Purina‘s Beneful brand is just one of these. The marketing efforts and retail sales of these new natural pet foods have also been growing at double-digit rates since 2002. In 2007 sales of these products climbed 43%, an impressive gain. Some of the major pet food brands like Purina are also getting into this market in a big way. As an example, PurinaStore’s Beneful brand now has a specialty food specifically tailored for older dogs. It is designated as Beneful Playful Life Adult Formula and is marketed as providing your older dog with the essential nutrients he needs. It also carries the claim that it is made with real beef which will help your dog build strong muscles and a robust immune system. One of the newest players in this fast-growing market is Freshpet Inc. an innovative pet food manufacturer and distributor located in Bethlehem, Pennsylvania. At Freshpet, the companies entire focus is on the quality and freshness of its pet food. They are, in fact, so adamant about the quality of their products on Amazon that it is not uncommon for the CEO and the manufacturing chief to be at their manufacturing facility, in Bethlehem Pennsylvania, taste testing the quality of their pet products from right off the manufacturing line. They are also obsessed about their freshness and taste. As a consequence, they use only natural ingredients and are insistent on not using any preservatives or other adulterants in their manufacture. They also limit the time that their pet food stays on store shelves to ensure that the pet food is eaten while it is still at its flavor and nutritional peak. In addition, Freshpet is the only pet food available to consumers that require refrigeration. This is not only a marketing advantage but is helps separate Freshpet from its competition.