Nathaniel Ru, the co-founder of Sweetgreen, says that the success of Sweetgreen has a lot to do with their five core values. Nathaniel Ru says that regardless of how many branches they will have, one thing will remain the same, and that is their commitment to these core values. The first value is to win, win, win.
This means that everyone would win. Of course the company should win, but the customers should also win, as well as the community. Sweetgreen wants to make an impact in the communities where they go. They want to help people find better food to eat that is both tasty and healthy. Learn more about Nathaniel Ru: http://fortune.com/2016/02/18/sweetgreen-entrepreneurs/
The second value is to always think in the long term. You have to think what will happen in the future and figure out ways to make your model sustainable. The third value is to keep everything real.
Everything should be authentic and honest, ranging from the manner with which the employees engage with the customers to the food and the course of it.
The fourth value is the sweet part, which is why they added sweet to the originally planned name of Greens. They want their employees to go the extra mile and act sweetly towards their customers.
This is also a great marketing strategy, because when customers see the excellent customer service, they will tell a friend and business will grow. Of course, their food also tastes really sweet! Their fifth value is to make an impact. They think from the outside in. They look for something that is missing and they try to fulfill that need. They care how they do things, not just what they do.
Nathaniel Ru co-founded Sweetgreen with two friends while still a student. He was studying at Georgetown University, where he got his BS in Finance, and he realized that there was a lack of good healthy places to eat in the area.
Sweetgreen now has over forty branches in all the major cities across the United States. It also hosts Sweetlife, which is the largest food and music festival, with over twenty thousand people attending.