The End Of Salt And Grease
Sweetgreen represents the start of something never seen before in fast food. In order for us to think of food as “fast”, we require our food to drown us in calories and salt. The idea that salads giving us just about everything we could want in our food. However, that is exactly what Nathaniel Ru is delivering with Sweetgreen. Finally, fast food is healthy and made with our nutrition in mind.
The Millennial Twist On Things
Ru is a Millennial and he wants Sweetgreen to clearly reflect the sensibilities of a Millennial. This means that you don’t need to walk in and order your food before it prepared. The Sweetgreen app and website allows you to order food before you even enter the restaurant. In fact, the app is so popular that nearly 30% of all orders are placed through the app. Millennials are intrinsically tied to their phones or at least some other sort of mobile device, so their concept of fast food needs to reflect that. This truly represents Millennial culture and everything it values.
Reaching Out To The Crowds
Sweetgreen isn’t simply another attempt to make a profit. Nathaniel Ru had a specific mission he wanted to carry out and every aspect of Sweetgreen reflects this reality. To further advance the mission of Sweetgreen Ru created the Sweetlife music festival. This festival specifically focuses on uniting customers of Sweetgreen with their favorite musicians in order to create something big. Sweetlife offers the perfect opportunity for celebrities to highlight some of the most important issues of our time and convince young people they have a responsibility in changing things. Millennials are the most socially conscious generation we’ve seen and Sweetgreen reflects this.
The American Dream Revisited
The story of Nathaniel Ru is a story we’ve seen very often in American hsitory. He is the son of immigrants who came to America with the hope of creating a better life for themselves and their children. Fulfilling the duty of each successive generation in finding ways to improve upon the foundation of the former, Ru graduated from Georgetown University and opened up his own business. This story, especially in the fast food industry, is nearly par for the course. The fast food industry changes with every generation, and Millennials are shaping it into their own vision with Sweetgreen.