It is easier for people to embrace healthy food if it comes with a good marketing campaign. Nathaniel Ru may not have realized this when he was starting Sweetgreen, but has is certainly become evident now.
Sweetgreen has become one of the most successful alternative fast food chains around, and all of the limelight that Nathaniel room created for his healthy food chain has made him the talk of the town. This is, at least, in states where Sweetgreen exists.
There are thousands of people in southern states that have never heard of Sweetgreen. It is something that started in Georgetown while Nathaniel Ru was attending Georgetown University.
He wanted an alternative to all of the greasy burgers and fries that were commonplace among the college students. Nathaniel wanted something that was different, and it appeared that healthy food was just not a serious option when it came to fast food places.
Nathaniel Ru take it upon himself to do something about this. He wanted to create a brand new vibe and make the concept of healthy eating something that people could embrace. He wanted to discipline himself and encourage others to do so as well by actually partaking in healthy food options that were consistent with fresh vegetables and fruits.
Nathaniel instantly realized that it would be harder for him to get the ball rolling with this than he could with a traditional fast food restaurant. When he looked at the cost in the breakdown structure he realized that one thing that he would have to do is set up restaurants that would be close to farmers.
He wanted to have the fresh produce and vegetables, and he knew they had to be within close vicinity of farms to make this happen.
With the Sweetgreen restaurant Nathaniel also realized that it would be more costly to initially provide fresh vegetables and fruit while other companies were profiting off of the low cost of processed foods. He was certain that a dollar menu would definitely be out of place for the cost of operating a franchise like Sweetgreen.
He realized, however, that people would be willing to pay more because they had healthy food choices. All of this made Nathaniel realize that there was going to be a need for a restaurant like Sweetgreen. Investors realized the need too, and they were glad to help. Customers were grateful for this.