It seems like it’s easier for family legacies to repeat the actions of their parents or grandparents. In fact, most legacies would argue that it’s harder. Not only do they have to repeat the incredible actions of their parents, they also have to start from scratch to make it preferable for current generations.
Reinventing any business is a difficult task. When it’s a food business, it’s increasingly difficult. Every year, big-name food chains reinvent themselves to appear more appealing to modern consumers. These chains have a long trusted history with consumers, which make it extremely difficult for new food chains to draw a crowd.
Fortunately, society’s reached a point where health is overwhelmingly important. While it’s easy for corporate restaurants to change some of the menu items, it’s difficult for them to change completely. As society’s obsession with health increases, more small-name restaurant chains emerge offering healthier food choices. Learn more about Nathaniel Ru: http://www.thehoya.com/nathaniel-ru-jonathan-neman-and-nicolas-jammet/
Furthermore, these smaller restaurant chains, like Sweetgreen, can more quickly adapt to local preferences. Sweetgreen’s co-founders always make it a point to meet and discuss local produce options with the farmers that grow fruits and vegetable in the community. Little details like that resonate with modern diners far more than just lower the price of food.
Sweetgreen has more to offer other restaurant chains that sound recipe advice. Since their start, Sweetgreen’s co-CEOs wanted technology to be a part of their restaurant’s foundation. Now, most businesses use technology to boost sales, but Sweetgreen was one of the first. To date, nearly one-third of the company’s transactions occur online or through their mobile app. Read more: Nathaniel Ru | Crunchbase and Sweetgreen Entreprenuers | Fortune
They also reinvented management, to better suit their unorthodox strategies. For them, it’s all about staying close to their customers. To do that, they shut down their corporate offices every so often so that their office employees can spend time working in their restaurants.
Nathaniel Ru, Jonathan Neman, and Nicolas Jammet co-founded Sweetgreen after graduating from Georgetown University. They met in an entrepreneurship class and immediately hit it off. As time went on, they learned that they are all children of first-generation immigrants.
Their parents also owned their own businesses. The trio had a lot of help starting their first business, but things were tough. They opened the first Sweetgreen in Georgetown and barely survived their winter break, but they survived.