Dear sweetgreen,
It was April 2009 and we had just spent the past year building our new flagship restaurant in the heart of Washington, DC. It was three times the size––and budget––of our first location, and the back door opened directly onto the Dupont Farmers Market. It was, in every sense, farm-to-table.
But when we opened, the lines never formed, the seats stayed empty, and panic set in. We had picked the right neighborhood, but were on the wrong side of Connecticut Avenue. The crowds gathered at the park, the farmers market buzzed, yet our corner sat quiet. Everything we’d worked for depended on one simple problem: how to get people to cross the street.
We were missing something, and we had no idea what. The only thing the three of us loved as much as food was music. In a moment of desperation, we scraped together what little cash we had, walked into Guitar Center, and bought the loudest DJ speaker we could find. Every weekend for the next three months, we arrived early to prep food, then dragged the speakers out to the sidewalk at 1 p.m., blasting music to catch the attention of a few curious souls. The music pulled them in, the food brought them back—and our lines began to grow.
I never imagined that playing music on the sidewalk would help shape the soul of our brand. But in that moment, we realized music wasn’t just a way to get people through the door; it created a feeling––dare I say a vibe––that went beyond the product. It signaled something different. Something new. It made people stop, smile, and step inside. From the start, sweetgreen was never just about what was in the bowl, it was about the energy we created around it and the community we built.
It was the beginning of what we came to call the sweetlife. Those weekends spent outside our restaurant, cultivating a neighborhood of friends and regulars, eventually grew into a 20,000-person music festival we hosted for several years, the only place you could eat quinoa and watch Kendrick Lamar at the same time.
Reflecting on the path from those early days in DC, I’m struck by how remarkable the journey has been and all we’ve accomplished. We've partnered with hundreds of farmers across the United States to source some of the most delicious ingredients. We’ve collaborated with the world's best chefs, athletes, and musicians. We’ve helped underserved communities and classrooms gain access to healthy food. We’ve had the opportunity to serve over 300 million healthy meals across 280 restaurants in over 150 cities. sweetgreen has become successful beyond my wildest dreams, and I’m forever grateful to have played a small part in a big mission.
After 20 incredible years, I’m writing to share that I will be stepping back from my full-time operating role at the end of the year. This decision marks the beginning of a new chapter for me. I've spent nearly half my life building sweetgreen, and I’m ready to be a beginner at something again. Even as I shift my day-to-day role, my connection to our mission remains unwavering, and the values we built this company on will always be part of who I am. I’m excited to continue serving on the board of directors and supporting initiatives to grow the brand.
I’d like to acknowledge my co-founders, Jon and Nic, the visionaries who brought this dream to life. We’ve spent the better part of the past two decades side by side. We once shared an apartment, we still share an office. Our wives joke that our partnership was the perfect training ground for marriage.
Jon, from the very beginning, you’ve pushed me––and all of us––to think bigger. You’ve always had a wildly ambitious and unshakably clear vision for what this could become. Your spirit of perseverance is in the very DNA of sweetgreen. Thank you for seeing things in me that I couldn’t see myself, for helping me realize that the impossible was actually within reach.
Nic, your gift for building community—with generosity and intention—has shaped sweetgreen into what it is today. I'm sure many of you have received a handwritten note from Nic at some point over the years, or maybe you were surprised when he remembered to call on your birthday. With Nic, it’s never transactional. He doesn’t seek praise or expect favors in return, your happiness makes him happy. That’s hospitality, the ultimate sweet touch.
To our nearly 7,000 team members: you are the soul of this company. Over the years, I’ve saved countless texts, videos, and letters from customers who keep coming back not just because of our food, but because of you. Whether it’s remembering their name, their pet’s name, or their custom order, you’ve built a culture one customer at a time. I'm deeply grateful for the opportunity to work alongside each and every one of you.
I also want to recognize the people who first inspired us to be entrepreneurs: our parents––Rita, Andre, Yoel, Sherry, Kathleen, and Wesley. Each came to this country as immigrants, bringing their dreams and a relentless work ethic. They took risks to build a better life, and in doing so, gave us the courage and confidence to take our own. Thank you for believing in us when our résumés listed little more than summer jobs. Without your unwavering support, sweetgreen would not exist today.
It’s hard to put into words the emotions I feel looking back on how far we’ve come since those early days in Georgetown. What started as a simple yet powerful idea—to create a place where healthy, sustainable food was accessible to all—has grown into something far beyond what I ever imagined. I feel incredibly lucky to have brought this dream to life alongside some of the brightest, hardest-working people I’ve ever known. Building a business is never easy. There were late nights, tough calls, and moments of uncertainty—but also laughter, learning, and lifelong memories. I wouldn’t trade a single part of the journey.
The decision to step away is a deeply personal one, and it comes after much reflection. But I do so with full confidence, knowing that sweetgreen is in capable hands, and that you have the leadership, vision, and passion to continue what we’ve started and take sweetgreen, and the sweetlife, to even greater heights.
With the deepest gratitude,
Nathaniel Ru
Co-Founder
