Nathaniel Ru has ensured that lunch is not burgers and fries anymore. She has a trendy salad bar that is making customers keep coming back for more.
She calls it Sweetgreen. It is a casual salad chain. There are always people standing in lines outside it. This is a place that is full of mythical salads. It is perfect for a quick lunch and delicious too.
But it is possible to skip the line by using the Sweetgreen app. The food is really good. The lettuce is crispy; the dressing is tangy and there is crumbling robust cheese.
The main thing about Sweetgreen is that it is healthy and tasty and reasonably priced too. But like other lunch salads, a person does not get hungry within an hour after eating one. The price is the same that would be paid for a burger and fries, but this is nourishing and healthy food.
Nathaniel Ru started her first outlet in Washington, DC. This was in 2007. Today the chain has 40 sites that are expanded all across New York and California. There are shops coming up in Boston and Chicago.
But Nathaniel Ru does not pick up locations randomly. She does the complete demographic analysis. This is why sequencing of store openings plays a major part in her real estate strategy.
She says that the number of stores is as important as the way in which they enter a market. Nathaniel Ru explains that the first store of Sweetgreen in New York was in a chic NoMad neighborhood that was far from the place where the fast-casual chains were located. This helped to set them apart from those outlets.
Next, Sweetgreen opened stores in the affluent neighborhoods of locations like Tribeca, Nolita, as well as Williamsburg. This is because Nathaniel Ru was promoting her chain as something beyond convenience. This was not just a lunch outlet. She wanted people to come here for dinners and during weekends as well.
Sweetgreen is a place that is clean and lots of smiling faces around. Hence this is a good place to visit. This is being called service design by Nathaniel Ru. She has combined storytelling, technology, as well as design here. It is more than selling a product here. The place provides a personalized and consistent service to all its customers.
This is a restaurant that people rely on, for its consistent quality.
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