Nathaniel Ru believes that his business venture should outlive him. Nathaniel is mainly known as a Co-CEO and Co- founder of the Sweetgreen chain of restaurants. Sweetgreen was formed by three Georgetown University Schools of Business Finance graduates out of a desire to fill a gap that they had identified in the market.
Nicholas Jammet, Nathaniel Ru, and Jonathan Neman all loved healthy foods. However, the restaurants they identified in Georgetown all served fast foods. Consequently, the three were most times forced to cook their own food that would meet their desires.
Moreover, they also preferred restaurants that would be easy and fun, and these were not available in Georgetown.
Nathaniel, Jonathan and Nicholas decided that they would call their business greens. Despite the great vision, the three lacked finances to start and run a firm as they were just final year students in campus.
Moreover, none of them had prior experience in running a business. Worse still, they had no location to run their venture.
As time progressed, the three identified a tavern on M street where they wanted to set the restaurant. Since the landlord had another building around the corner, they borrowed her number and called her. However, upon hearing their desire, she hung up the phone on them.
They continued calling her daily for a period of 3 months, but she neither returned their calls nor picked them. After a while, the landlord decided to meet the three friends so that they would stop bugging her. The seized the moment to present her with their business plan and also to share their idea.
Luckily, she was inspired by their determination and asked them to look for an architect, investors and a better detailed business plan and then met her gain. They did all that in 3 weeks and the final meeting was held; Sweetgreen started.
Sweetgreen has known nothing but success since it was invented. The core values employed while running the business could explain the success. Case in point, the management makes decisions that are beneficial to the company, customers and community.
No decision that fails to meet those criteria is passed. The above makes the venture beneficial to all stakeholders.
The second vital core value is authenticity. Sweetgreen’s management does not borrow recipes from competitors. Instead, all recipes are designed locally to the satisfaction of the customers.
The employees also hold unique values such as sweetness; raw materials are also originally sourced.
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