Sweetgreen Company was founded by three college classmates: Nathaniel Ru, Jonathan, and Nicholas. The three Georgetown University students used to look for healthy eating places where they could take their dinner.
They also preferred the eateries to be easy and fun. However, the three had a difficulty finding such locations, since most of the restaurants served fast foods, which the three hated. The problem became a business idea as the three decided to start out an eating joint in the locality.
They figured out that more people, who knew the benefits of healthy eating must have been searching for healthy alternatives. Consequently, the three decided to make these their niche market. The co- founders knew that the venture would reduce diseases among the patients as they knew most of the illnesses were caused by ungodly intake.
Jonathan, Nathaniel, and Nicholas came up with the idea of the food that they would like to serve in their outlet. They also determined the money they would need to start the venture since the three were final year finance students, they had an idea of how to run company books, but they had no experience in running a venture.
The three also had no source of capital and no location for the same. However, they identified a location on a 560-square tavern in M-street. They discovered that the owner of the place was also the landlord of a building that was around the corner. The discovery helped the three obtain the landlord’s contacts quickly. Learn more about Nathaniel Ru: http://www.businessinsider.com/sweetgreen-founder-interview-nathaniel-ru-2016-3 and https://en.wikipedia.org/wiki/Sweetgreen
Upon calling the landlord and explaining their plan, he hung up the phone on them maybe because the idea made no sense. However, the three knew what they wanted, and they continued calling him daily for three months.
Finally, he listened to them and agreed to meet them face to face. The friends were not given to wearing suits for business meetings, but that day they were forced to look very formal to convince the landlord they were serious.
They presented him their 3-page business plan and explained their idea. He must have been convinced for he asked them to come back with an architect, business investors, and a more detailed business plan. They obtained the three requirements within three weeks, and that is how sweetgreens was started.
Nathaniel Ru is an entrepreneur and business investor, who lives in New York City. He took a Bachelor of Finance at Georgetown University, and his business Sweetgreen has expanded so much over the last ten years.