Sweetgreen offers a fast-casual dining experience tailored towards consumers who like fresh and healthy food. Since opening its first store in 2007, the management did not look back as the increasing demand for its products forced the company to open several store fronts in major cities across the United States. So far, there are more than 1,700 highly dedicated employees who work at Sweetgreen.
According to its founder, Nathaniel Ru, the food chain distinguishes itself from its competitors by offering healthy and freshly produced snacks that are offered in large quantities. It also means that the customer does not feel hungry after 45 minutes. In fact, generous quantities of salad and related ingredients are backed by very reasonable prices.
Explaining Sweetgreen’s success, Nathaniel indicated that he wanted to open his store in localities where customers would like to take three meals a day. Based on the idea, his outlets are not located on busy streets of downtown where most of the customer are either visitors or professionals who mostly come out for a quick lunch. Instead, stores are located in hip and trendy neighborhoods where there is a substantial local population who crave for a healthy food all day long. As a result, the demographics of the clients are typical locals who love active lifestyle. As such, these locals are willing to wait 10 to 15 minutes in line three times a day to get a more personalized service.
The success is also attributed to the open-kitchen where customers can easily view the different ingredients. As soon as the customer walks in a Sweetgreen store, they are welcomed by a fresh aroma of food. The clean and organized environment also has a positive impact on the customer who are always greeted by smiling customer service agents willing to help. The service is extended with one-on-one personalized service where each customer is taken through the preparation process of the meal. Doing so, helps the customer make their own decisions. In fact, the added time to provide customer service is compensated by increased customer satisfaction.
Nathaniel Ru also explained that all of their ingredients are transported from over 300 farms around the nation every day. In addition, the company also offer newer ingredients. As such, the seasonal menu rotates several times during the year. Giving an example of new produce, Nathaniel explained how they convinced a farmer in California to sell them leaves of the Broccoli crown, which are often ignored.
The company has become a taught leader in its industry. Banking on its success, Sweetgreen has ventured into other sectors including music festivals, philanthropy, and lifestyle space. As of 2016, the company operated 64 stores in several major U.S. States.