There are some trends that become so popular that people can’t wait for them to take over their city. For health-crazed foodies, Sweetgreen is the ultimate destination. The only problem with Sweetgreen is that there isn’t enough of them. People stand outside Sweetgreen restaurants like they’re waiting to get the new iPhone.
So far, there are only 40 locations in nationwide, most of which are in California and New York. The company’s growing faster than anyone expected, so the co-CEOs have to catch up to the demand. One way they’re doing is by adopting new technology as it becomes available.
Technology is as useful as it is harmful. Luckily, the trio of CEOs all graduated from Georgetown University as entrepreneurial tech pioneers. Currently, nearly one-third of Sweetgreen’s transactions occur through its website and mobile app. If society wasn’t so obsessed with technology, Sweetgreen probably wouldn’t invest in it so much. Read more: Nathaniel Ru | LinkedIn and Nathaniel Ru Blazes a Trail in The Height Food Industry | Affiliate Dork
Bonding with customers is the most important part running a restaurant. It’s important that people feel comfortable every time they visit. The best way to make a restaurant chain feel comfortable is for the corporate offices that run the chain to understand their diners.
Sweetgreen accomplishes this by having their office workers spend time working in the restaurants.
Their first restaurant opened in 2007 after they’d graduated from Georgetown. Eager to start their own business, they looked around and noticed the lack of healthy eating options in the area. They decided to open a salad-based restaurant so that students could have healthier options on campus.
At first, they didn’t know if they’d survive. The business started well, but when they faced their first winter break, most of the students were away on vacation. Despite the lack of students, Sweetgreen made it through the season and was more popular than ever.
As soon as they had enough experience and money, they began expanding. Unlike other restaurant chains that just care about foot traffic, Sweetgreen focused on becoming part of the community. They didn’t want people to just think of them when it’s lunchtime. They wanted people to visit during all hours of the day.
Picking the right location played a role in the way people look at Sweetgreen. They also focused a lot of time on design, making their restaurant look modern.
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