It’s increasingly important that companies pay extra attention to their customers’ needs. Modern consumers have more power these days than they did historically. With the rise in customer power, the food industry is even tougher to survive. Now, customers no longer care about just good food at good prices.
People are more health and environmentally conscious now. Before, restaurants, especially fast food chains, used sub par ingredients to increase productivity and quantity. Now, people will research where a restaurant gets its food how humane and organic those ingredients were harvested. That’s why restaurant chains like Sweetgreen are slowly dominating the market.
It’s not easy for larger corporate chains to make changes. When co-CEOs Nathaniel Ru, Jonathan Neman, and Nicolas Jammet co-founded Sweetgreen, they designed the brand from scratch. They wanted Sweetgreen to different from the competition in all the right ways. That meant having the freshest, locally grown organic produce possible. Read more: Nathaniel Ru | Crunchbase and Nathaniel Ru | LinkedIn
Sweetgreen is a high-end salad chain that’s surprisingly popular. America isn’t a salad-loving country, but with health as important as it is these days, Sweetgreen is leading a revolution. It also led a small revolution within the food industry, as one of the first food chains to adopt new technology as it becomes available. Learn more about Nathaniel Ru: http://nrn.com/power-list-2016-Jammet-Neman-Ru
The trio also came up with a brilliant way to stay close to customers. Usually, once a company reaches a certain level of success, it opens a big corporate headquarters and oversees operations from there. Sweetgreen’s trio didn’t want any of their employees forgetting about the customers. So, they created a system that makes office workers spend time in the restaurants at least five times a year.
It’s part of their teamwork mentality. They’ve been a team since their college days and learned a lot of things the hard. One of the toughest lessons they learned was the importance of team-building.
While Sweetgreen seems like a straightforward restaurant, it means more to Ru than just food. For Ru, every Sweetgreen location needs to be a part of the community. To ensure that happens, the co-CEOs have a clever way of picking locations.
Most restaurants look for heavy foot traffic or clusters of other restaurants. Sweetgreen invests a lot of time into researching the best up-and-coming neighborhoods and joining the local craze before things reach their climax.