The Design that Keeps Customers Coming Back for More
Sweetgreen, a casual salad chain has become quite popular in the recent past. The joints always have people standing in like there is a new iPhone release. The magic of this chain’s success is that the food is both delicious and priced reasonably. Additionally, the salads served at the joint do not leave you feeling hungry after just one hour.
Since it opened its first joint in 2007 in Washington DC, the chain now has 40 sites in California and New York. It plans to open branches in Chicago and Boston in coming days. According to the founder Nathaniel Ru, choosing a location is as important as the timing of the opening.
Another secret to the chain’s success is service design, according to Ru. They do not simply sell food; they want to give customers a personalized and consistent service. Whether you order from the restaurant or using the app, the services of this chain are always reliable.
When customers step into the restaurant, the first thing they see is the kitchen. They want to ensure that their customers can see the entire process and all the ingredients used. The joint uses only fresh ingredients, and they ensure that their customers see that. They see it as more effective than telling their customers.
When customers step into the line, they usually have to wait for only about 15 minutes. You view a raw of ingredients from which you chose your salad. A member of staff will guide you through it all, which may take a bit longer, but is ultimately quit satisfying for the customer. The ordering process takes the customers less than five minutes most of the time.
The app is designed to mimic the store. Thus, there is an emphasis on the use of images that show the ingredients used. When you use the app, you skip the line and just go to pick up your order.
Another unique feature about Sweetgreen is how it chooses its ingredients. When it decides on setting up in a new area, it will first meet the local farmers. It will then establish the supply chain before finally talking to a landlord.
The company prides itself in buying what the farmers have on offer rather than telling them to grow what they need. For instance, they once met a farmer who began selling them broccoli leaves that he had previously been throwing away.
About Nathaniel Ru
Ru is a graduate of Georgetown University. Immediately after graduation, he and a friend decided to start Sweetgreen. The restaurant was based on the premise of offering its customers a seasonal menu based on the local ingredients. Nathaniel Ru is a firm believer in sustainability and eating food that is line with your beliefs. Additionally, he and his partners launched Sweetlife, which is a huge music and food festival. It attracts 20,000 people each year.