Sweetgreen, Inc. (NYSE: SG), the fast-casual pioneer that redefined the intersection of sustainability and scale, announced today a significant leadership transition. Nathaniel Ru, one of the three original co-founders who launched the brand from a small tavern in Georgetown, will officially retire from his role as Chief Brand Officer (CBO) on January 1, 2026.
After two decades of shaping the aesthetic and cultural identity of the “real food” movement, Ru’s departure marks a poignant milestone for the company. While he is stepping away from the day-to-day operations, he will maintain a vital connection to the brand’s future by continuing to serve as a member of the Board of Directors.
Two Decades of Culinary and Cultural Innovation
The Sweetgreen story is one of the most celebrated in modern American business—a journey that began in 2006 with a business plan written by three college students. Since those early days, Ru has been the visionary architect behind Sweetgreen’s unique brand voice, blending high-end culinary standards with the energy of street culture, music, and social activism.
Reflecting on the 20-year journey, Ru expressed a sense of profound gratitude for the platform the team built:
“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. Sweetgreen has become successful beyond my wildest dreams.”
Under Ru’s leadership, Sweetgreen evolved from a local salad shop into a national powerhouse with:
- 280+ restaurants across the United States.
- Operations in over 150 cities.
- A legacy of serving more than 300 million healthy meals.
A Legacy of “The Sweetlife”
Ru’s impact extended far beyond the menu. He was instrumental in positioning Sweetgreen as a “lifestyle” brand rather than just a restaurant chain. His tenure was defined by a belief that community is built through shared experiences, leading to several landmark initiatives:
- Cultural Collaborations: Ru bridged the gap between agriculture and pop culture, spearheading partnerships with world-class chefs, elite athletes, and chart-topping musicians.
- The Sweetlife Festival: He was the driving force behind the sweetlife music and food festival, an event that successfully merged live entertainment with conscious eating.
- Social Impact: Through the “Sweetgreen in Schools” program, Ru ensured the brand’s mission reached underserved communities, educating the next generation on the importance of nutrition and food transparency.
- Supply Chain Integrity: He helped cultivate a network of hundreds of domestic farmers, ensuring that “real food” remained the core of the brand’s identity even as it scaled to a public company.
His creative prowess did not go unnoticed by the industry. Ru has been recognized as one of Fast Company’s Most Creative People in Business and featured on Forbes’ Next 50 Chief Marketing Officers list.
A Partnership Built on Mission
For Co-Founder and CEO Jonathan Neman, Ru’s transition is the culmination of a lifelong partnership. The two have worked side-by-side since their undergraduate years, navigating the complexities of scaling a mission-driven business in a hyper-competitive market.
“Nate has been there every step, shaping Sweetgreen into the national brand it is today,” Neman said. “I have immense gratitude for Nate’s tireless work, support, and friendship. I know how rare it is to build a company with a partner for this many years, and he’s remained steadfast in Sweetgreen’s mission to build healthier communities. We will miss having Nate involved in the day-to-day, but I am grateful he’ll remain closely connected through his role as a Board member.”
Source Link:https://www.businesswire.com/
