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Most of the college elders are thinking about the final exams, graduating parties or maybe going to their first job. Nicholas Jamet was about to open a restaurant.
Not only no restaurant-savvy green, mega popular, high-speed relaxing chain more than 250 locations, a public stock listing and a short but unforgettable stretch-its own music festival, which includes Canderk Lamar and The Weekland.
Friday laid the foundation of Sweet Green in 2007 with friends Jonathan Neman and Netanyeel Row. Today, the Jimit Company is the Chief Fantastic Officer, the Nomine CEO and the RU Chief Brand Officer.
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Two days before opening their first place in the George Town neighborhood of Washington, DC, Mentality The apartment was broken. He just went to the laptop. It had every prescription, training document and operational description that the team created.
“There was no backup,” says Gmites. “We stayed straight for 48 hours, and trying to do it all together.”
They opened it anyway and worked it. Then hit the winter. Georgetown was emptied, his feet traffic disappeared and his 560 square feet of salad shop was tampered with. They remember, “We didn’t make it almost alive.
But they adjust. He tweeted the menu, leaned into hot pots and started finding out what was actually. It was not beautiful, but it was enough to continue.
The second place was one step ahead, but he brought his challenges. It supported one of the best DC farmers’ markets – the components are great, but the business is not so good. The location was on the wrong side of the street – the street was full of the road, but the Sweet Green sat empty.
So he prepared: He got the speaker from the guitar center, and Row gave samples and presented the sidewalk DJ set. He worked.
They threw a block party. Then a big block party turned into a Sweet Life Festival. The first was small – only a few hundred people in a parking lot, a lolimone tent and local energy. A few years later, it was thousands in my Weather Post Pavilion, Lana Dale Rei, Stroke and yes, Kendrick Lammer and The Week end were watching. ECC brought Swift. SZA also performed.
What began as a way to move the salad, which began in a big thing: a brand of cultural gravity, a habit of working hard, according to the approach and purpose.
To re -consider expectation, the same continuity now leads to the company’s approach to less glamorous from the music lineup: operations.
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A game -changing accident
From the very early days, the Gem and his team understood that the facility would be as important as the standard. Sweet Green was one of the first people to make the first ordering app, offer mobile pickups and completely eliminate the counter. Self -serving pickup shelf, which is now standard on countless fast comfortable chains, was actually a short -minute fix in a short staffed Boston store.
“It was a pleasant accident,” says Jamet. “Consumers didn’t want to wait. They wanted to walk, catch their food.”
That focus now to reduce friction without sacrifice of experience now explains the next step of the brand: automation.
Sweet Green’s infinite kitchen is used to collect 500 cups per hour, which controls precise part and temperature. Proteins, cereals, green and dressing are all included by the machine. But the company has not gone to the whole science: guests are still welcomed by a host, and the ingredients are still ready and handed over. The idea is without cold.
It’s not just about speed. This technology gives the brand room without a consistent compromise, which makes it difficult to maintain 250+ locations.
Sweet Green’s latest Flex? The French fries he calls them Ripple Freys, who are fresh cuts in Aukado oil, fried with air and garlic is offered with oyster or pickle ketchup. Rollout wasn’t silent – they gave thousands of samples Hollywood Farmers MarketPosted the comparison of the ingredients along with the fast food giants and let the Internet work the rest.
Jamet makes them viable. They are also strategic. Freys are not just the crowd. They are a hint: Sweet Green is not just improving the salad. It is coming for the sacred staples of fast food and rewriting the ingredients through the ingredients.
Considering the original recipes from the beginning of zero sleep after the laptop is stolen, which is appropriate. Now, the files have been backed up, and the Sweet Green is doing what it has always performed best: see where the food is going, and get there quietly before.
Related: How a place on ‘Montel Williams Show’ gave birth to a restaurant power brand for this Miami Chef
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Most of the college elders are thinking about the final exams, graduating parties or maybe going to their first job. Nicholas Jamet was about to open a restaurant.
Not only no restaurant-savvy green, mega popular, high-speed relaxing chain more than 250 locations, a public stock listing and a short but unforgettable stretch-its own music festival, which includes Canderk Lamar and The Weekland.
Friday laid the foundation of Sweet Green in 2007 with friends Jonathan Neman and Netanyeel Row. Today, the Jimit Company is the Chief Fantastic Officer, the Nomine CEO and the RU Chief Brand Officer.
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