Healthy and fast food are not words that ever come together to form a sentence. Cheeseburgers are the opposite of healthy, and it only gets worse from there. All of the double cheeseburgers, chili cheese fries, apple pies and fried chicken wings that plague fast food menus today are anything but healthy. Many restaurants try to get customers to super-size their meals in order to get them to eat even more. Nathaniel Ru, however, is changing the game for all of those people that are tired of the same old boring, salty fry and fattening burger menus.
The salads that are being sold by the co-founders of Sweetgreen represent something different. They didn’t just want to enter the market and fade into the background like other restaurants that have tried healthy alternative menus and failed. What Nathaniel Ru wanted to do is get people on board that really were passionate the idea. During about 5 times out of the year the corporate offices are shut down so that these executives can work in the Sweetgreen restaurants. This is something that is almost unheard in the food industry, but it’s great to have people that are doing this because it helps them tweak their marketing and management style. It is much easier to see what customers like when executives come down from the corporate offices and see the customer reactions up close and personal.
Nathaniel Ru has been cut from a different cloth. He knew that he would survive in the food industry because he had something different to offer. Nathaniel Ru was going to give people access to food that was delectable and healthy, but he had to have a plan. He had to make people realize that they wanted what he was offering. This would be a challenge.
That is why he chose strategies that would change to course of restaurant business. He picked affluent neighborhoods for the locations. He incorporated a music festival into the mix to promote this food to young people. Nathaniel Ru also made different designs for the restaurant in different cities to make it stand out. There are even different menus for different restaurant locations. That is something that sparks conversations between guests in different cities. Nathaniel Ru also promoted the brand to schools. He has found an assortment of ways to get people familiar with this brand of healthy food from Sweetgreen.