As the three friends came up with the idea of Sweetgreen, they had no idea that it would be such a phenomenal success. They just wanted to fill a gap that they identified in Georgetown as they searched for healthy eating outlets with no success.
Unlike most students, Nathaniel Ru, Jonathan, and Nicholas hated fast foods, which were replete in all the restaurants within the city. Instead of eating out, they preferred to cook since they could hardly find the food of their tastes. The above was a good problem as the three friends decided to be the solution in the city; they decided to start a healthy eating joint, which by then they called greens.
However, coming up with a business idea is one thing and implementing it is another. Being students, Nathaniel, Nicholas, and Jonathan did not have the necessary resources to start the restaurant. They lacked the necessary finances as well as location to start the joint. They came up with a business plan of what they needed and also identified a 560-square meter tavern on M-street. Upon identifying the landlord, they called him and explained their desire to be his tenants. However, he hung up the phone on them, implying he was not impressed by their idea. According to him, it was out of this world. Learn more about Nathaniel Ru: http://dynamicdialogues.com/nathaniel-ru
However, the trio continued calling the landlord on a daily basis for three months. Albeit he refused to pick their calls, he finally decided to meet them so that they could stop nagging him. They came with the 3-page business plan they had drafted and explained their intentions. He asked them to meet him again when they had three things: an architect, investors, and a detailed business plan.
The three lads came up with these requirements within three weeks, and that is how Sweetgreen venture was started. The three identified five core values: win win win, impact, sustainability, keeping it real and sweetness. The management ensures that the company operations revolve around these values, which also form the corporate culture.
Nathaniel Ru graduated from Georgetown University in New York City in 2007. He graduated with a Bachelor of Finance from the above university. Nathaniel is a child of first generation immigrant parents who are entrepreneurs in America.
The above could explain his business acumen as he is also an investor in other firms other than Sweetgreen. Nathaniel believes that the customer is the central unit in Sweetgreen.