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People come to Sweetgreen to enjoy the tasty salads at a reasonable fee. The argument that the salads will not sustain one beyond 45 minutes does not describe the Sweetgreen recipe. At Sweetgreen you end up spending close to what you would on a burger and fries over lunch. The difference here is that you leave having eaten nourishing food.
The popularity of this salad den is such that in 2007 when the chain opened its doors in Washington DC, there was just the one. Now there are over 60 sites spread out over New York, Boston, California and Chicago.
Entry into new markets is of importance to Ru and Sweetgreen. The place of choice is determined very carefully and with precision. Our open kitchen design allows clients to see what is being prepared. The preparation, from scratch, allows clients to appreciate the skills and also feel assured that the salad is as fresh as it gets. We emphasis on showing our clients other than telling them what we do.
Before opening more stores, Ru wants the company to first determine if it is capable of creating a supply chain. Most of the competition will ask farmers to grow certain foods for them, but Sweetgreen prefers to use what the farmers already have in order prepare salads for its clients. Ru recollects how he and his team went out to North California to a farmer who grows broccoli. He thought of the leaves that surrounded the broccoli crown. Upon inquiring whether the leaves are sold, he learnt that they were discarded since people preferred the crown. Now Ru decided to be buying the leaves and making salads. Ru believes that besides kales, there are a lot more vegetables people are not using.
Nathaniel Ru is a graduate from Georgetown University. Together with other graduates, he founded Sweetgreen in 2007. The co-founders of the salad chains are Nicholas Jammet and Jonathan Neman. Together, these three decided to locate their first shop in Georgetown. Today the salad joint has grown to 64 locations. It is spread in six states. Under the able leadership of Ru, the company has created jobs for close to 1700 people. The company is not left behind when it comes to giving back to the community. Equally important is its initiative in technology (Sweetgreen application) and music (Sweetgreen festival).
Ru has made four investments so far in four different companies. He has invested in MeUndies, EatPops, LOLA and Bond Street.