{"id":4106,"date":"2019-05-16T15:30:49","date_gmt":"2019-05-16T19:30:49","guid":{"rendered":"https:\/\/www.wework.com\/ideas\/?p=4106"},"modified":"2020-09-03T05:52:50","modified_gmt":"2020-09-03T09:52:50","slug":"how-sweetgreen-revolutionized-the-concept-of-healthy-lunch","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/research-insights\/expert-insights\/how-sweetgreen-revolutionized-the-concept-of-healthy-lunch","title":{"rendered":"How Sweetgreen revolutionized the concept of healthy lunch"},"content":{"rendered":"\n<p>Striking out on your own and starting a business is one thing, but maintaining a company\u2019s success while constantly evolving is a challenge all its own. Nicolas Jammet, cofounder of Sweetgreen, started his fast-casual restaurant business on the heels of his graduation from Georgetown. Jammet and his cofounders\u2014Nathaniel Ru and Jonathan Neman\u2014wanted quick, healthy lunch options but couldn\u2019t find them, so they took matters into their own hands. Today, their midday meal solution is now in its 12th year and boasts 91 physical stores; with a <a href=\"https:\/\/www.eater.com\/2018\/11\/15\/18096104\/sweetgreen-1-billion-unicorn-tech-company-lifestyle-brand\">reported $1 billion valuation<\/a>, Sweetgreen has become one of the most successful startups in the food industry. <\/p>\n\n\n\n<p>At a recent <a href=\"https:\/\/www.weworknow.com\/\">WeWork Now<\/a> talk in New York with Sierra Tishgart, cofounder of cookware company Great Jones, Jammet revealed why he believes his business has succeeded, and why Sweetgreen\u2019s future isn\u2019t focused on expanding its brick-and-mortar operations. There was also some advice for fledgling entrepreneurs baked\u2014or tossed, in salad speak\u2014in, too. <\/p>\n\n\n\n<h2  id=\"look-outside-your-lane-for-inspiration\"class=\"wp-block-heading\"><strong>Look outside your lane for inspiration<\/strong><\/h2>\n\n\n\n<p>Jammet cast a wide and eclectic net when it came to sourcing professional mentors and innovation. \u201cWe quickly started to find a lot of inspiration outside the food world, in other industries that had been disrupted, and other industries that had helped change consumers and their behavior,\u201d he said of Sweetgreen\u2019s early days. If you don\u2019t seek inspiration outside your niche, he said, you\u2019re in danger of simply reinventing the wheel. With Sweetgreen, Jammet was interested in building something different. \u201cI think Chipotle is an incredible company, but we\u2019re not trying to just build the next Chipotle.\u201d <\/p>\n\n\n\n<p>These days, Jammet is inspired by megabrands like Whole Foods (\u201chow they built a culture and connected people to food\u201d) and Peloton (\u201ccompletely disrupting people\u2019s relationship with fitness and how they work out\u201d), as well as smaller ones like Madhappy, a lifestyle clothing company built around the intersection of happiness and mental health. \u201cWe try very hard to be inspired by a broad set of companies that do different things, that are different sizes,\u201d he said. <\/p>\n\n\n\n<h2  id=\"clear-time-for-your-mental-space-just-to-think\"class=\"wp-block-heading\"><strong>Clear time for your mental space\u2014just to think <\/strong><\/h2>\n\n\n\n<p>While it\u2019s almost too easy for entrepreneurs to get bogged down with day-to-day operations and hole up in their offices tackling the never-ending to-do list, Jammet emphasized the importance of slowing down every day to engage in deep thinking.<\/p>\n\n\n\n<p>\u201cI calendar it into my day just to have mental space to think,\u201d said Jammet. \u201cIt\u2019s really easy to fill your day with meetings and micromanaging, but the bigger we\u2019ve gotten, the more I\u2019ve realized the power in stepping away from that.\u201d<\/p>\n\n\n\n<h2  id=\"rule-the-tech-dont-let-the-tech-rule-you\"class=\"wp-block-heading\"><strong>Rule the tech; don\u2019t let the tech rule you<\/strong><\/h2>\n\n\n\n<p><em>Much<\/em> has changed since Sweetgreen\u2019s inception in 2007. The company has gone from being a popular lunch spot in Washington, D.C.\u2019s Georgetown neighborhood serving hearty salads to an ordering app that powers more than 50 percent of the company\u2019s transactions. While the physical storefronts will always be an important part of the business, Jammet and his team have been nimble enough to lean into the technology component of the business, adapting it to meet their customers where they are.<\/p>\n\n\n\n<p>So along came the ordering app, which Jammet hopes to infuse with even more customization in the future. \u201cThink about the way Spotify changed the ways you discover music, build your playlists, and listen to music\u2014we believe in doing the same thing with our app,\u201d he said. \u201cIf <em>this<\/em> customer doesn\u2019t eat chicken and loves Asian flavors and spicy food, but <em>this<\/em> person is the opposite, why should they open the Sweetgreen app and see the same exact menu?\u201d <\/p>\n\n\n\n<h2  id=\"forgo-quick-cash-and-focus-on-the-long-term-reward-of-staying-true-to-your-brand\"class=\"wp-block-heading\"><strong>Forgo quick cash and focus on the long-term reward of staying true to your brand<\/strong><\/h2>\n\n\n\n<p>Of course, profitability is essential, but if you want your business to be sustainable for the long haul, you should focus on bigger-picture rewards. Sometimes that means feeling the burn in the short term, but Jammet assured audience members that the payoff is worth it. <\/p>\n\n\n\n<p>In the early years of Sweetgreen, there were certainly ways that the company could have made a quicker profit, but Jammet remembered how he and his cofounders were vigilant about their partners, even though it meant scaling at a more moderate pace. Ask yourself what kind of story you want your business to tell, and remain mindful of what\u2019s most important to you. For Sweetgreen, that\u2019s always been the food quality and supply chain. <\/p>\n\n\n\n<p style=\"text-align:left\">\u201cMost places, as they scale, their product gets poorer. But the food quality is our sacred cow,\u201d he said. \u201cWe\u2019ve doubled down on our food as we\u2019ve gotten bigger, and our food has gotten better year after year.\u201d <\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Looking outside the food world for inspiration keeps the salad spot on the cutting edge<\/p>\n","protected":false},"author":1772,"featured_media":4189,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43906,43901],"tags":[39218],"class_list":["post-4106","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expert-insights","category-research-insights","tag-small-businesses"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How 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