Sweetgreen represents an exceptional casual salad chain. The consumers, actually stand in line, in order to crunch upon the tasty greens offered by the stylish fast food, healthful establishment. Persons, who experience the Sweetgreen style, find the food delicious, and the restaurant sensational. One consumer made the remark that the inside of the casual fast food restaurant is much like a place that sells iPhones. It is sensationally clean and fresh—appearance-wise.
When the lines are long it is best to make use of the Sweetgreen app. The long-line is avoided when the app is engaged. The result? A delightful lettuce concoction, complete with tasty dressing, and cheesy crumbles.
There is a magic that surrounds the Sweetgreen establishment. The foods are so healthy; however, are preferrably delicious, too. On top of that: it is priced, categorically, in a ballpark that does not break anyone’s budgetary constraints. The plate of greens at the Sweetgreen restaurant is so inviting and satisfying that it does not leave the hungry consumer experiencing hunger-pangs, less than an hour later—after eating the healthful selection. The preceding is good news since the consumer who engages in the Sweetgreen eating experience attains food which is far more nourishing than many other fast food choices.
The first Sweetgreen restaurant was estblished in Washington, DC, in 2007. The Sweetgreen food chain, since that time has increased to forty sites, inclusive of the New York area, and the state of California. There are other Sweetgreen sites in the Chicago and Boston areas.
A well-known media source recently mentioned the food chain in its publication. It stated that if legacy restaurant companies could start from square one, most of them would want to review the Sweetgreen business model. The co-founder of Sweetgreen is Nathaniel Ru. Nathaniel Ru provided explanation of how the stylish restaurant chain went about finding its food sources; how it devises a design with respect to service, and why it is important to eat more of important leafy greens—that is, more interesting greens–not easily recognizable to the average consumer.
Nathaniel intimated that in order to launch a store, within a certain market, there was much more to it than reviewing demographics. A very important function of proper launching is the timing of the opening of the retail establishment. The preceding way is how Sweetgreen has performed introducing itself to a new market. It is a given, then, that timing is very fundamental with regard to introduction to store success. He stated that entry into the market was as significant as how many locations were launched. Nathaniel said, too, that inside the New York area, the initial Sweetgreen store was situated at 28th and Broadway. This is a very happening and trendy location. He pointed out that this stylish neighborhood was well beyond the average strip comprised of fast food stores, which are located along the 23rd Street area. Too: the 23rd Street area is full of media and techy type of establishments.
Nathaniel made the point that location sets Sweetgreen distinctly apart from other similar types of establishments. Sweetgreen, in keeping with its stylish locations, made it a point to set up stores in the neighborhoods of Nolita, Tribeca, and Williamsburg. Ru, stated that the location concept, allowed Sweetgreen to get past the idea of simple convenience. He added that Sweetgreen is not only interested in the lunch set but also the weekender and the dinner crowd.
As somewhat suggested in the text above: Walking into a Sweetgreen location is similar to walking into an Apple computer store. It provides its consumer with amazingly clean lines and a staff that welcomes its consumer with a smilingly sincerity. The restaurant experience is one that leaves the consumer well-satisfied. The diner is abundantly happy he or she made the decision to pay a visit to the Sweetgreen location. Ru mentions that this form of keeping the consumer experience, well above average, is referred to, by the staff at the Sweetgreen establishment, as service design. The components of service design are that of telling a story, a sense of technology and the distinctive design that comes with the Sweetgreen dining experience. By making use of service design, Ru states that there is more going on than merely selling a product. What is being offered, too, is a personal, service, relative and unique to each Sweetgreen customer.
When a person visits Sweetgreen, it is a reliable and friendly restaurant experience. The preceding is true, regardless if the consumer places his or her order inside of the store, or by making use of the handy Sweetgreen app—which thirty percent of the Sweetgreen customer base do.
Ru mentions, that the first sight, the consumer, hopefully, notices is the casual dining establishment’s open kitchen concept. He states that the idea behind the open kitchen is so that the Sweetgreen customer may witness, firsthand, the food processes involved, in getting that particular person’s order ready. He further conveyed that Sweetgreen, makes all of its dressings from scratch and its food dishes. The preceding is continual: and happens daily. Fresh produce is delivered to the door of the Sweetgreen location, each and every morning. He thinks that it is best to show the Sweetgreen customer what it is they do; as opposed to just saying they do it.
Ru admits there is a fifteen minute wait—approximately—once a person gets in line for the Sweetgreen experience. Once it comes time to order, the casual diner is provided with a nice row of fresh ingredients—which to choose. A member of the Sweetgreen team is available to walk each casual diner through the entirety of the order process. The process is friendly, in that it provides the customer with one-on-one interaction, with the team member employed by the nutritional food chain location. The style of interaction, just mentioned, is a change made within the recent time-period. Where the one-on-one communication is preferred, even though it takes a bit more time, according to Ru, is that it provides the customer with an order that is precise. The process—as it pertains to ordering-takes about two to three minutes, per Sweetgreen customer.
Next: Sweetgreen wanted to assure the app mimicked the in-store experience. Ru said that the Sweetgreen Company spent a great deal of time on photographing the food items; when creating the app. The in-store visual experience was accomplished. When the app is used; a consumer can skip the lines and go straight to a handy pickup location.
He stated, where Sweetgreen remains unique, in comparison with other similar specialty food establishments: It inquires of the farming specialist what it is he or she grows, rather than specifically asking for a particular crop. The preceding practice minimizes food waste, to a large extent. Too: the practice makes it possible for the Sweetgreen customer to engage in tasting vegetables that he or she may not have, otherwise, considered. Ru provided an interesting example of what he was referring. He stated that around one and one-half years, prior, the company went to the Salinas Valley area within the Northern, California region. He stated that his team met with a farming specialist who showed them his broccoli crop. Ru mentioned that the majority of individuals, familiar with broccoli, recognize the vegetable by way of its florets. However, the preceding stated—broccoli grows very similar to that of a winter green or kale. In other words, there is a mass amount of leaves which surround the crown of the vegetable. The Sweetgreen team inquired, of the farming specialist, what it is he did with all of the leaves; once the crown was extracted. They asked if he sold the leaves. The farming expert said he did not—since it was his presumption—the leaves were of no use to anyone. The leaves ended up being tilled back into the land. The Sweetgreen team, next asked the farming expert, if the leaves were edible. He assured them that the leaves were very edible, and were reasonably healthier than most lettuces on the market. When the team heard the news—they immediately made a deal with him—as it applied to the broccoli leaves. Rue states, in conclusion of the story—that Sweetgreen wants to assure its customer there are more healthful foods, in the way of greens to eat, than just kale. And, assuredly, when anyone makes note of the long lines of Sweetgreen, it is a given, there is more to a fast food lunch than what is considered typical fare.
Notes Regarding Nathaniel Ru—Co-Founder of Sweetgreen and the Sweetgreen Legacy:
Nathaniel Ru was in his senior year at Georgetown University inside of Washington, D.C. Ru mentioned that he and some of his college friends were experiencing difficulty in locating healthful places which to attain reasonably-priced, veggie styled lunches. One day, the co-founders of Sweetgreen, brought forth the idea that maybe, they could collectively create such a place. They noticed a nice five-hundred sixty foot spot on M Street—inside an area downtown. Later the area became the start of the dining establishment of Sweetgreen. The three entrepreneurs found financial backers and an architect. Timing according to Ru was essential and they had fortunately succeeded in the precision of it. Again, the preceding event was the starting point, relative to the three launching the fast food models, later on.
Ru readily admits that it is not what you do; however, how a matter is executed that gets people’s attention. The chain is now located in many major metropolitan areas and suburban locations such as Philadelphia, Washington, New York and Boston. The food is fresh and healthful—as is indicated above. Ru, with his unique business model and style, has made the Sweetgreen name one of dependability and provided his consumer base with foods that are not only extremely nutritional, at an affordable price point, but, exceptionally crispy and delicious.