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The food companies with the best marketing were the most unhealthy

Nathaniel Ru · Sweetgreen co-founders: From college friends to a $2.5 billion public company | Masters of Scale · May 6, 2024 · at 10:14

Sweetgreen co-founder Nathaniel Ru explains the early brand strategy when founding the fast-casual restaurant chain in 2006–2007.

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“One of the things that we picked up on early on was the food companies with the best storytelling and the best marketing at the time were the ones that are actually the most unhealthy.”

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More from Nathaniel Ru

Assertion Partly supported

Sweetgreen booked The Strokes in 2011 and ran the Sweetlife Festival

“And we booked the strokes in 2011, sold the whole thing out. And that's what became, ah, so the Suite Life Festival, which we ran for six or seven years in DC.”

Nathaniel Ru May 6, 2024 ▶ 21:49 Sweetgreen co-founders: From college friends to a $2.5 billion public company | Masters of Scale

Assertion Not checkable as stated

Sweetgreen's recipe laptop was stolen days before their first store opened

“We had the laptop with all of the recipes that we had stored on it, sitting in our apartment, which was across the street and it got stolen.”

Nathaniel Ru May 6, 2024 ▶ 15:40 Sweetgreen co-founders: From college friends to a $2.5 billion public company | Masters of Scale

The food companies with the best marketing were the most unhealthy

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