Most business advisors and finance experts would never predict that a restaurant that served only salads would ever survive in the nation’s top business markets like Washington DC and New York City. However, the Sweetgreen franchise has successfully proved them wrong several times over. Not only has the business survived, it has enjoyed immeasurable success amidst steep, (and cheap) competition.
Everyone knows that the restaurant business is extremely competitive. Experts warn entrepreneurs not to open restaurants every day, including proven successful models like barbecue and pizza joints. We can only guess the type of criticism Nathaniel Ru and Sweetgreen’s other founders met with in the beginning. However, they had many positive voices in their ears as well.
When the founders came up with the concept, they were college students studying at the prestigious George Washington University. Because of this, their business became sort of a class project in a way. They had the support of expert teachers and family members who were also successful entrepreneurs.
Fortunately, they didn’t have to convince too many investors that their business model would work because they had the financial support of friends and family as well. Nowadays, they are likely turning down investor dollars as their business continues to flourish.
Many experts contend that this is truly an amazing feat since the brand rarely advertises in any common way. For the most part, customers find out about their unique salads via word of mouth recommendations. However, every business owner knows that word of mouth advertising is the most effective form of advertising when you can get it.
Because of the exciting menu options that vary with each location, the popular media is starting to take notice of the little restaurant gem and spreading the word about them to an even wider variety of fans. Celebrity chefs, musicians and other personalities have cultivated salads for the brand and the Sweetgreen, Sweetlife Festival is an exciting pop culture destination for everyone.
The Secret of the Sweetgreen Success Story
One of the reasons that people love the Sweetgreen brand so much is that the food really surprises them. The salads aren’t light and unsubstantial and the customers don’t feel hungry 2 hours later. Customers also don’t feel guilty that they’ve eaten a bunch of garbage they have no hope of burning off sitting on their bottoms, driving home during the evening commute.