When Nathan Ru and his friends were studying in Washington, D.C., they had trouble getting healthy joints to eat. They were looking for fun and easy places. Nathan and his friends always wondered if the answer lay in the tavern on M Street. Six years later, the space on M Street is now the 21-store restaurant chain sweetgreen. Nathan was speaking about that during the Wharton marketing conference that took place recently.
Nathan and his friends persistently talked to the landlady of the building to convince her to rent out space to them. At that time they were a semester away from completing their studies. Nathan acknowledges that the landlady was kind-hearted since she helped them despite the fact that they did not have any restaurant experience. Nathan attributes their success to the landlady, saying that the business would not be where it is today were it not for the landlady.
Sweetgreen has stores in the main cities in Northeast and suburbs like Washington, New York, Boston, and Philadelphia. Over the years, Sweetgreen continues to provide fresh and healthy food. The restaurant buys most ingredients from local farmers. Theresa Dold is the head of digital marketing at Sweetgreen. Theresa was at the conference with Nathan Ru. Theresa explained that the firm has always been more than a salads bar. According to Theresa, the company began with a deeper objective.
The head of digital marketing explained that Sweetgreen looks from the inside out, and it focuses on the “why” even before considering the “what.” Theresa noted that the company offers an excellent line of juices, and it throws a music festival annually. All the stores adhere to the core values of the firm and serve the society. Nathan explains that their firm, clients, and the community have a stake. Ru explains that everything in their company is authentic. They ensure that they satisfy their customers so that they can tell a friend.
A musical solution
According to Nathan, the signature moment of Sweetgreen resulted from what other firms thought was a disaster. During their first two weeks after getting a bigger space in 2009, Sweetgreen was not getting clients. Surprisingly enough, they did not panic. They brought new speakers then started playing music outside the store every Saturday and Sunday. The strategy brought in more clients each day. The firm also uses a tribal marketing initiative where it partners with other healthy lifestyle businesses.