Sweetgreen is a $95 million salad chain business that focuses in processing fresh farm products. The business was started as a single shop in Georgetown by three undergraduates, Nicholas Jammet, Nathaniel Ru and Jonathan Neman. They were able to commence operations after they received funding from their friends and relatives. The three enthusiastic friends never thought that eight years later their business would be among the top successful startup companies in America. Currently, Sweetgreen has 31 restaurants nationwide and continues to expand its operations in other regions.
During his exclusive video interview with Bloomberg Reserve’s Peter Elliot in October 12, 2015, Nicolas Jammet, the co-CEO of Sweetgreen, gave a clear encounter of how they started the fast food business. By virtue of being born to entrepreneur parents, it was easy for them to pursue the same route since none of them desired to work in standard institutions. Jammet’s parents were restaurateurs but Jonathan and Nathaniel’s parents were not in the same business. He explained that they were also driven by the need for better food options in Georgetown. They all embraced the salad idea and focused on not only building the Sweetgreen brand but also ensuring that all steps are done accurately from serving, hiring and handling employees.
Discussing about their culture of unique investors, Jammet pointed out that there are many individuals and businesses having similar ideas but only a solid business plan can attract the right investors. He stated that their deep passion and ability to execute the plan is what lures the skilled investors. When asked about Sweetgreen dress code, which is termed as “sexy”, Jammet explained that their business is not just about lettuce but also combines lifestyle, a brand and a vision. He added that the lettuce flavor attracts customers and the dress code is an added advantage.
Lastly, Jammet explained that they have an almost paternal relationship with the employees. This way, they can relate with employees in a closely and openly manner. Employees can understand the reasons for all the decisions that they make. He also mentioned that the bond between the three of them has grown stronger. This information was originally reported on Bloomberg as provided in the link below http://www.bloomberg.com/news/articles/2015-10-12/how-salad-chain-sweetgreen-became-a-95-million-vc-success
About Nathaniel Ru
Nathaniel Ru is a New York based investor, co-founder and co-CEO of Sweetgreen. Talking to Fortune, Nathaniel said that they (Jammet, Neman and himself) were very comfortable taking up all roles in the company. They later realized the importance of building a team. He has a culture of reading books and when asked about his role model CEO and favorite restaurant, Nathaniel named Kevin Plank of Under Armour and Johnny Monis’ Little Serow respectively. This information was originally published on Fortune as explained in the following link http://fortune.com/2016/02/18/sweetgreen-entrepreneurs/