In their final years at Georgetown University in Washington D.C, Nathaniel and his comrades always had a problem of getting a healthy place to take their meals. They doubted whether the solution would be the 560 square-foot tavern that was on M Street. And for sure the answer lied in that area. Read more: Nathaniel Ru Blazes a Trail in The Height Food Industry | Affiliate Dork
Later, after six years the restaurant they established in the same space on M Street grew to become an eatery that ranges from twenty-one farm to table style restaurant chain sweetgreen.
Ru narrated this when he was speaking in the Wharton Marketing Conference that was entitled the ‘The New Era of Marketing; Analytics, Choice and Globalization’
It was coincidental that the landlord of the place where Ru and his allies lived in was the same landlord of the tavern space. When Ru called her to explain to her what they desired to do, she hung up. Read more: Sweetgreen Entreprenuers | Fortune
It prompted them to be calling her every day for a full month. Because of this persistent calling, the landlord finally decided to talk to them, but this time not on call but face to face. Before meeting her, they had to have a three-page business plan and one page of financial information.
When they met, she told them to look for an architect and some business supporters and come back to her with a good plan. To meet all those conditions given, it took them three and a half weeks.
Since then, they established Sweetgreen which has now grown to have stores in major cities in Northeast such as New York, Boston, Washington, and Philadelphia. The restaurant offers healthy and fresh food to its clients. Most of the ingredients used in the preparation of food get purchased from local purveyors and farmers.
The landlord equated Sweetgreen Company to Apple in that the two thought of the ‘Why’ before thinking of ‘What.’ Moreover, they also focus on challenging the ordinary things. Due to this focus, they want to be sexy, social, local and smart in the services they offer. To achieve this every store that the company has must abide by the core value of the company and serve the society around it rather than the corporate firms.
Nathaniel is one of the famous founders of Sweetgreen, a salad franchise that has more than forty restaurants. He was among the thirty under thirty leaders to watch in the wine and food industry that featured in Forbes. Other than establishing a good restaurant, Ru has also partnered with top producers and artists to pull off the sweet life Festival.