To understand where Nathaniel Ru is taking fast food you have to be able to comprehend where he is coming from. He has shown the world that fast food doesn’t have to be routine. He may be a little different than the founders of McDonalds and Burger King. Nathaniel has come along at a different time, and he sees an obese nation that is in dire need of rescue. He hasn’t won a Nobel Peace Prize for bringing healthier food to the world, but there are definitely some strong accolades coming his way.
It has been stated that people stand in line for food at the Sweetgreen restaurant in the same fashion that people might stand in line for an iPhone. Anyone that has ever seen an iPhone line knows that this is a pretty impressive customer base. Sweetgreen is a restaurant that has managed to thrive because it is reasonably priced. This is the thing that Nathaniel Ru has figured out, and this is blowing the minds of so many people that have been assuming that all healthy food is expensive.
Typically, consumers are not wrong in their assumptions. There is a reason that so many people flock to the dollar menus at some of the top fast food establishments. These are restaurants that are designed to bring customers cheap meals that are quick. It isn’t healthy, but that is all that many of these customers can afford. Some customers have become to conditioned to relying on these dollar menu items that they cannot even consider anything else. They just automatically assume that there is nothing else out there that they can afford. What Nathaniel Ru has been able to do is change the mentality of consumers with Sweetgreen. That is a powerful thing. He has made customers realize that healthy food can be purchased at a reasonable price.
Customers are not the only ones that have been convinced. There has been a lot of venture capitalists that are on board with this as well. In the past it may have been hard to convince people to fund a business like this. Most venture capitalists would have said that it would cost far too much to get healthy food to the consumer. The farm-to-table concept – in a casual fast food setting – would have appeared unreasonable. Nathaniel Ru has proven that he could do it and make a profit.