Nathaniel Ru appears to have a good underlying knowledge of what was missing in the fast food industry. He knew that people needed an alternative to all of the high calorie meals that they were receiving. The funny thing about consumers is that they can be consciously aware of their need for something other than fast food, but they will never make the change unless the option is presented. Few people are going to go home and cook vegetables on their own. There are only a handful of people that are going to check for fresh produce and consider fruit and as a part of their meal choice. What Nathaniel Ru has done is bring forth exactly what people needed but may have never taken the time to prepare for themselves. Sweetgreen has become a very powerful company, and this is primarily because the brand has been connected with fresh produce straight from the farmer’s market. People that are connecting to Sweetgreen are getting a chance to get some of the best meals that they could possibly receive in terms of fast food. This is no accident.
It is not, by any means any accident that this company has become as successful as it is. Nathaniel Ru is leading the way when it comes to menu items that are not part of the mainstream fast food menus. He is able to benefit from the fact that he is creating something that is still considered a novelty. Now that more than 100 million in venture capitalist money has been raised it is pretty much as sure thing that more people will try to duplicate what he is doing.
Right now, however, Nathaniel Ru is someone that is taking a leap over the competition as a pioneer in fast food alternatives. Ru room knows that he was taking a big risk when it comes to going against the fast-food juggernauts that only have healthy menu items as a side attraction. He knew that making an entire menu of healthy food options would be the closest thing that one could get to insanity in the fast-food industry. Still, Nathaniel Ru made it his business to bring this type of menu forth to patrons. It was definitely a risky thing to do, but the payoff has been grand. People are really excited about this Sweetgreen franchise that Nathaniel Ru has brought to life.
Follow Nathaniel Ru on twitter @nathanielru.