Sweetgreen builds a brand beyond a bowl of greens

From www.restaurantnews.com

A salad chain dreamed up by three college seniors is shaking up the restaurant business, and building a brand that goes beyond fresh salads. Sweetgreen is now open in 30 locations, from Washington, D.C. to Boston and California, and just last week, the company announced a much bigger bowl of green: nearly $100 million in total venture funding.

Their assembly-line salads draw a cult-like following, reports CBS News correspondent Julianna Goldman. For hours each day, people line up out the door, hungry for a creative menu that changes each season.

Three friends-turned-Sweetgreen founders Nicolas Jammet, Jonathan Neman and Nathaniel Ru are redefining healthy fast food and trying to disrupt the $5 trillion food industry in the same way chains like Chipotle have eaten into fast food staples like McDonald’s and Burger King.

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