Sweet Tomatoes/Souplantation gets a new chance at growth

News of Souplantation’s return to California ricocheted across social media last week, sparking celebration among fans.

But questions remain. Once you get past the nostalgia, can an all-you-can-eat concept make it in today’s challenging economy?

Souplantation, which is known outside California as Sweet Tomatoes, was founded in San Diego in 1978. It grew over four decades to more than 100 units across the country at its peak under Garden Fresh Restaurants, a company that had several owners over the years and was even a public company at one point.

Brand history

Despite deep brand affinity — particularly in California — the buffet chain did not survive the pandemic. In 2020, all 97 locations shuttered in a Chapter 7 liquidation.

But, in 2024, Sweet Tomatoes came back.

The intellectual property rights were acquired out of the bankruptcy and Sweet Tomatoes was reborn, first reopening in Tucson, Arizona — in the same building the restaurant had operated in for years before the chainwide closure.

A second opened earlier this year in Fort Myers, Florida.

And now No. 3 is scheduled to open in Fountain Valley, California, just south of Los Angeles, in 2027.

There, however, it will be a Souplantation, because that’s how the brand was known in the Golden State, though it is the same concept.

Who, exactly, is growing Sweet Tomatoes/Souplantation again has not been disclosed, except to say they are longtime fans of the brand.

Marlee Lossing, Sweet Tomatoes director of corporate affairs, said in an email, “Prior to 2020, we were longtime guests who used to go to Sweet Tomatoes with our families and those are special memories to us. We didn’t want to see the restaurant end, due to the pandemic.

“We have kept a low profile, preferring to let the food and crew associated with the Sweet Tomatoes and Souplantation experience receive all the attention,” Lossing added.

New growth plans

It would appear that the chain’s return has been well received.

In fact, very little has changed from the pre-pandemic version.

“Guests who are familiar with Sweet Tomatoes or Souplantation should expect everything to taste the same or better than before,” said Lossing. “We often hear from guests that it even smells the same inside! We can’t wait for our guests to experience the nostalgia.”

Classic recipes, like the Wonton Happiness Salad, the Tuna Tarragon, Joan’s Broccoli Madness and the blueberry muffins are all there. All three locations will also offer the same limited-time offers.

It’s a one-price format, though the price varies by format and daypart (at the Tucson unit, it's $12.75 for lunch; $13.75 for dinner and on weekends).

Lossing said the menu has not been cut back in the 2.0 version, and Sweet Tomatoes/Souplantation was known for the abundance of offerings.

It’s likely to strike a chord at a time when consumers are looking for value. It’s also a self-service concept, implying labor costs are low. And GLP-1 users can control their portions.

But, of course, food costs have risen significantly since the pandemic, which has been a particular challenge for buffet concepts.

Market context

Golden Corral, a franchise brand, leads the buffet chain space with about $1.61 billion in sales in 2025, down 1.8% from the prior year. That chain ended the year with 348 units, according to Technomic data. That unit count is down from 362 in 2022, and the chain continues to shrink. The chain has reportedly closed at least six units this year across six states.

Golden Corral’s average unit volume, however, has grown significantly since the post-pandemic struggle of 2021, when it was $2.96 million. It reached $4.66 million in 2024, though it ticked down slightly last year to $4.61 million, according to Technomic.

Even before the pandemic forced a systemwide shutdown, however, things were not so rosy for Sweet Tomatoes/Souplantation.

In 2017, for example, the chain had sales of $235.7 million, a 12.8% decline from the prior year. Its then-97 units were down 10%, according to Technomic.

The chain had just emerged from a 2016 bankruptcy. It had been acquired by Cerberus Capital Management, a private-equity firm that had once owned Chrysler. Underperforming units were trimmed from the portfolio, but so was a good bit of debt. A few months later, it was sold again to Perpetual Capital Partners and CR3 Capital.

Then-CEO John Haywood (who would go on to later lead Punch Bowl Social) was working on a turnaround. At the time, he noted that Sweet Tomatoes/Souplantation had a fanatic guest base, with 2 million members of its loyalty program, which was called Club Veg.

We may never know whether Sweet Tomatoes/Souplantation could have turned things around before the pandemic came along and became a deciding factor.

Now, it seems, it is having a completely fresh start.

Where Sweet Tomatoes/Souplantation will go after Fountain Valley is not clear. Lossing said there are no plans to franchise, and all restaurants will be company owned.

“For now, the only timeline we are offering is 2027,” wrote Lossing. “We will continue to share timeline updates on our social media.”

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Lisa Jennings is a veteran restaurant industry reporter and editor who covers the fast-casual sector, independent restaurants and emerging chain concepts.