Sweetgreen is a fast casual food joint that serves simple and seasonal, healthy foods in America. The restaurant chain was established in 2007 by Nicolas Jammet, Nathaniel Ru, and Jonathan Neman, just three months after they completed their studies at Georgetown University.
Currently, the salad chain operates more than 72 stores numerous cities including the United States, in California, Illinois, New York, Massachusetts, the District of Columbia, Pennsylvania, Virginia, and Maryland. Learn more about Nathaniel Ru: https://patch.com/california/across-ca/nathaniel-rus-vision-sweetgreen
Sweetgreen has employed more than 1700 workers. Apart from food processing, the company has introduced key initiatives in the philanthropy, technology, lifestyle space, and music.
Sweetgreen’s unique way of picking locations
Together with the analysis of usual demographic, Nathaniel Ru narrates that sequencing and timing of store openings is one of the real estate strategies used by Sweetgreen.
The manner in, which they enter the market is as essential as the number of stores they intend to open. For instance in the New York, their first store was opened at 28th street and Broadway in the increasingly fashionable NoMad neighborhood.
Nathaniel Ru says that the location was far from the standard stripe of other fast casual chains located at 23rd street. That is the street where numerous technological and media firms are crowded.
That plays a vital role in separating the Sweetgreen from the Chipotles of the New York City. They also established numerous stores in wealthy and trendy neighborhoods of Tribeca, Nolita, and Williamsburg.
How Sweetgreen does its design
When you enter a Sweetgreen store, you would think you are visiting an apple store. With the smiling faces and clean lines, the restaurant store presents a sense of relief at patronizing you to visit.
Ru refers to the idea as a service design. It is the culmination of storytelling and design itself whereby the company tries to sell a personalized product and consistent service to every client.
As you walk in the restaurant, the first thing you see is the kitchen. Ru points out that it is important for their customers to see the ingredients, the kitchen and the process of meal preparation.
At sweetgreen, the dressing of all products is done from scratch, with foodstuffs being delivered every morning.
For that reason, it is paramount for the company to show their clients instead of telling them what they do. Once you get in the line, you will wait for 15 minutes only for you to be served.
When making your order, you just stand in front of uncooked ingredients, while a team member takes you through the entire procedure.