A few years ago, eating healthy and organic foods was being regarded as a fad which would eventually pass. Fortunately, the trend has stayed longer than most people who were against it expected. In 2007, a group of three students noticed that there were insufficient green food options at the restaurants which served their campus.
Their need for a healthy salad turned into a business idea. Nathaniel Ru, one of the co-founders and the CEO of Sweetgreen states that were it not for their spirit of curiosity, Sweetgreen would have ended up as just another wishful thought.
The other two co-founders, Jonathan Neman and Nicolas Jammet, had not had any direct experience with investment. However, the three of them decided that they would do their best to see their business idea become a reality. They started by making sure that they secured an excellent location for their very first store. Read more: Nathaniel Ru Blazes a Trail in The Height Food Industry | Affiliate Dork
Even though the owner of the property had reservations for the use that they wanted to put the space into, they were able to win her over with their well-crafted business plan. Nicolas Jammet admits that he still had a lot of doubt about their success even after they launched. He believed that the firm would pull it through when they survived an entire winter on campus.
Their management strategies are also changing to suit the business model that they had envisioned from the start. For instance, instead of having corporate offices where they can manage their clients and companies, they are closing down their offices to get closer to their clients. Learn more about Nathaniel Ru: https://twitter.com/nathanielru and http://www.thehoya.com/nathaniel-ru-jonathan-neman-and-nicolas-jammet/
They have also adopted digital marketing and more specifically mobile marketing. They created an application where their customers can offer their favorite salad without leaving the comfort of their homes. The sales made through the mobile application account for more than 30 percent of what the company sells.
The company has modified their business model such that they get the fresh and organic vegetables and fruit from farmers who are close to them. They collaborate with the producers to make sure that no part of the green produce goes to waste.
They feel that this is the best way to create a brand that will not only be sustainable today but will also last for generations to come and leave the least possible carbon footprint. Nathaniel Ru believes that with the business ideas and values they have put in place, Sweetgreens’ success will keep increasing each day.