People who order meals at SweetGreen or have attended a Sweetlife concert probably have no idea about the process that the founders of the company followed to get to where they are now. The most interesting thing about the idea that brought the business venture to life was that the trio who started the company did not find their choice of healthy foods at the cafeteria. Nathaniel Ru, Jonathan Neman, and Nicolas Jammet decided that they needed to make a change in the food industry, at least at the university. Currently, the company has expanded their reach to 41 stores across the country and are still growing. Learn more: http://knowledge.wharton.upenn.edu/article/sweetgreens-nathaniel-ru-everything-last-longer/
The first challenge the trio had when they were developing their business model was the lack of the trading partners they needed in the investment. They were lucky because their landlord at the time was also the owner of the building where they wanted to set up the restaurant. The lady told them that if they presented a good business plan to her, she would assist them in any way that they needed. They presented a good plan, and she helped them make the corrections which made their idea more lucrative for investors. Learn more: http://www.forbes.com/pictures/ekeg45fe/nicolas-jammet-nathaniel-ru-jonathan-neman-co-founders-sweetgreen-262627/
Another great trick that they came up with to increase their sales was to make part of the process digital. Here, they ensured that they had created an app through which customers could order their products. Currently, more than 30 percent of the orders in SweetGreen is done via the mobile app. The company’s founder realized that they needed to add more value to the enterprise than just giving people healthy food. The belief is what brought about the concept of Sweetlife. The concerts are organized once every year and have quite a following.
Individual values have become the core of the company’s growth. First, they believe that buying genuinely local and organic food is what benefits the farmers the most. Therefore, instead of asking for certain crops from the farmers, they ask what the farmers have at the time, and request for that. Then, they reduce waste by thinking out of the box and taking vegetables such as Broccoli greens, which usually people do not believe of as regular vegetables. They believe that reduction of waste and going green in the food production process will reduce the carbon footprint that humans are leaving on the planet. They have come a long way and are going to do even better. Learn more: https://www.youtube.com/watch?v=VnQ9aK4ZmFA