Sweetfin is Turning Up the Heat - Discover Hidden USA

West Hollywood-based Sweetfin Holdings, celebrating its 10th anniversary, is expanding its menu beyond its signature poke bowls. The expansion includes a collaboration with Chef Daniel Patterson, who has a two-Michelin-starred restaurant.

New Menu Options

The new menu, developed with Chef Patterson, introduces three sections: warm bowls, salads, and sides, adding approximately 13 items. Customers can experience the new offerings beginning January 12 at the Sweetfin location on West Third in Beverly Grove, which the company has designated as its “Innovation Kitchen.”

Responding to Customer Demand

The addition of warm bowls is a direct response to customer feedback, according to Sweetfin co-founder Seth Cohen. He explained that guests expressed a desire for options beyond raw food items.

Did You Know? Sweetfin first brought its take on Hawaiian cuisine to the West Coast in 2013, opening its first brick-and-mortar shop in downtown Santa Monica in 2015.

Cohen stated, “People, when they eat out, they still want to have food that tastes great and it’s craveable and also a bit indulgent.” He believes Sweetfin has successfully combined health and indulgence in this new menu.

A Shift in Consumer Preferences

A 2025 Deloitte survey highlighted a growing trend: 76% of Americans prefer food over medicine to improve their well-being. Cohen noted that consumers are increasingly focused on “transparency of what’s going in your food, cleanliness of ingredients, high protein.” He also observed a shift from consumers seeking highly specialized restaurants to those offering greater flexibility.

Expert Insight: Sweetfin’s deliberate approach to menu expansion, as highlighted by co-founder Seth Cohen, suggests a cautious strategy in a potentially volatile consumer market. The company recognizes the importance of making a strong first impression with this new concept.

Sweetfin plans to trial the new menu at its Venice Beach location on Abbot Kinney Boulevard. According to Cohen, the company is prioritizing a “deliberate” growth strategy, recognising the importance of a positive initial customer experience.

Frequently Asked Questions

When will the new menu be available?

The new menu will be available beginning January 12 at the Sweetfin branch on West Third in Beverly Grove.

Who collaborated on the new menu?

The new menu was developed in collaboration with Chef Daniel Patterson, who has a two-Michelin-starred restaurant.

What types of new items are being added?

The new menu includes warm bowls, salads, and sides, adding about 13 items to the menu.

As Sweetfin continues to test and refine its expanded menu, will this approach to balancing health and indulgence resonate with a broader customer base?