No one in the restaurant business becomes successful by accident. The market is too fierce, and the competition is far to extreme. People that become successful in the world of fast food are the ones that are taking the time to build a brand. Sweetgreen is one of those up and coming restaurants that have been thriving. The success of the restaurant is hinging on the way that Nathaniel Ru has been able to market this restaurant.
He knew that starting with an app would be a very effective way to get more people to engage in ordering through their phones. They could look over the menu and make better decisions about what they wanted order up front. This would prove to be a valuable concept in the ordering process because it would cut down on the wait in line in the Sweetgreen restaurants. When people check out the app they can get the price and the amount of calories all without ever going into the store.
Another thing that Nathaniel Ru would do is connect with other people that were interested in building the same type of franchise that he envisioned. He would work with Sweetgreen co-founders Nicolas Jammet and Jonahtan Newman to focus on an upscale healthy alternative to fast food. It would still give people fast food meal prices, but these three would work together to bypass the dollar menu items.
Nathaniel Ru knows that he has an uphill battle when it comes to getting more customers to believe in the value of eating healthy. He realized that he had to have a desire to finish what he started even if no one else believe in him. He admires Kevin Plank, the CEO of Under Armour. He looked at the earnest beginnings for this company, but it became a multi-million dollar business.
The interesting thing about Nathaniel Ru is that he chose people to build a business with that all had parents that owned their own businesses. They had the type of drive that came from their parents that started businesses before them. These 3 entrepreneurs would build a better restaurant business structure. Nathaniel Ru has changed the way that people look at the business world when it comes to fast food.
Nathaniel Ru is really changing the fast food culture. He has been successful because people wanted the alternative to the burgers, fries and chicken nuggets.
Check out Nathaniel Ru on LinkedIn.