Nathaniel Ru is an American entrepreneur, who is most known for Sweetgreen, a business that he and his two friends Nicholas and Jonathan started. The three friends birthed the business back when they were students at Georgetown University in New York.
They had a common interest, which was to eat healthy foods. As a result, they often went out to seek healthy eating joints to no avail. They described an ideal eating joint as one that was fun, easy, and healthy. Whenever they failed to find a perfect place, they cooked in their rooms.
Nathaniel, Jonathan, and Nicholas decided to fill the gap, which was existent in the market by offering healthy foods. Being final year campus students made it hard since they lacked the necessary finances required to commence a venture. Moreover, they had neither the location nor the human resources required to run a venture.
However, they decided to start from scratch and they would find the rest of the requirements along the way. They found the location where they wanted to start their business at the Tavern on M street. They called the owner, but she was not impressed with the idea; therefore she hung the phone on Nathaniel the first day he called.
The three friends went on calling her for a period of 3 months, but she snubbed their calls. However, one day after that span, she decided to meet them so they could stop nagging her. Nathaniel and the two friends drew up a 3-page business plan and wore officially; this was the moment they had been waiting for.
They explained their desire to her, and although she could tell they lacked the required resources, she knew the enthusiasm the three friends had would take them far. Consequently, she asked them to come up with a proper business plan and locate investors, who would fund their business.
Afterward, they were also asked to look for an architect, who would help develop the tavern into a restaurant. Within three weeks, this was achieved, and the hotel development was started.
In an interview, Nathaniel Ru said that it was hard to come up with a concrete set of core values. However, with time they retained five values, which have become the source of success at Sweetgreen. These core values are win win win, sustainability, sweetness, keeping it real and impact.
The first one implies that Sweetgreen seeks to satisfy the customers, the community as well as the company in all its dealings. Consequently, all decisions made there are ethical, and this attracts the customers and serves the community.