Sweetgreen is fast casual eatery chain, which a serves seasonal and nutritional food. Nathaniel RU, Nicolas Jammet, and Jonathan Neman founded it in August 2007, three months after earning their degrees from Georgetown University. In less than a decade, the restaurant had 40 stores in the U.S. cities such as Los Angeles, Philadelphia, Los Angeles, Baltimore, and Washington, D.C., and it is planning to expand to Northern California and Chicago in 2016. The firm has more than 1,700 workers. Apart from food, Sweetgreen has major projects in the music, lifestyle, technology, and philanthropy world.
Smart strategies for picking locations
Apart from the typical demographic analysis, Nathaniel Ru points out that timing of store openings is a success strategy used by Sweetgreen. Some of their stores are strategically located away from the city center. The idea is to attract high lunch traffic and handle a large number of clients in the evening and on weekends.
Sweetgreen holds a meeting with the farmers in a new area before meeting its property owners, since the company must find out if it can build a reliable supply chain before launching a series of stores. The company will purchase what farmers are growing rather than asking for a particular crop. That way, food waste is minimized while customers can try out unique veggies.
Sweetgreen designs its stores in an interesting way that attracts both existing and prospective clients. The smiling faces and clean lines build a sense of relief. Entering a Sweetgreen’s store gives a customer a feeling similar to that of walking into an Apple store.
Sweetgreen has become a leader in the food sector through its reliable supply chain and accountability efforts. Its seasonal menu revolves five times annually and produces of about 300 farms are available in its stores. The company sources produce from farmers that use conventional and organic methods. Its poultry is gently raised, free from antibiotic, and instead of animal byproducts, it is fed a veggie diet. Its cheese and produce are organic, RBGH-free, antibiotic-free, and local. Sweetgreen uses simple recipes comprised of natural flavors. In addition, it uses natural sweeteners such as agave and honey to increase the level of sweetness.
Sweetgreen organizes a Sweetlife Festival that celebrates food, music, and community. The festival displays the firm’s sense of determination and purpose by enjoying music with culinary partners who uphold Sweetgreen’s dedication to sustainability, accountability values, and community. The festival is held at the Columbia, MD-based Merriweather Post Pavilion. It features performances from a talented team of artists and chefs.