“A whisper on the wind, a spell long cast… I’ve been away, but magic stirs anew… Where could I return?” the post reads, accompanied by a cloaked sorcerer tossing stars into the sky. The riddle-heavy message ends with a pointed clue: “Where the ocean waves meet sand.”
For Souplantation loyalists, no hint was needed. The comments section was flooded with pleas for the buffet chain to return to its birthplace. The surge of San Diego-specific responses echoes a yearslong longing for the chain’s revival in the region - a desire that Sweet Tomatoes’ new ownership has repeatedly acknowledged.
“Please be San Diego. The whole community misses our Souplantation,” wrote one follower.
“San Diego. We long for the soup,” added another.
One commenter captured the tone of the moment perfectly: “My wife has been casting daily spells for your return to San Diego. She says the ocean views are cool, but they hit different with unlimited salad and soup. Bring the magic back to SD, wizard.”
More than 45 years ago, founder Dennis Jay opened the first Souplantation on Mission Gorge Road, eventually selling the restaurant to Garden Fresh Restaurant Corp. in 1983. The brand grew to more than 130 locations, all named Sweet Tomatoes outside of Southern California.
In May 2020, SanDiegoVille broke the news - ahead of all national outlets - that the entire chain had laid off its workforce and would not reopen any restaurants due to the pandemic and industry-wide uncertainty about self-serve buffets. After initial public pushback, Souplantation executives confirmed the story.
The company’s assets, including trademarks, recipes, and intellectual property, were purchased in 2021 by ST Three LLC, a Florida-based entity reportedly associated with Norbert Lou of Winter Park, Florida. The group vowed to revive the concept with the help of longtime former Sweet Tomatoes operators.
In early 2022, La Mesa resident Dmitry Braverman had leased the former Souplantation location on Fletcher Parkway in La Mesa with plans to revive the concept using previously-released and copycat recipes, as well as having the assistance of some former Souplantation staffers. He ultimately failed to secure rights to the Souplantation name, so was unable to actualize the reboot in the La Mesa space.
In April 2024, Sweet Tomatoes reopened a former Tucson location to overwhelming crowds, marking the brand’s official rebirth under new ownership. At the time, the company told us that “all markets are being considered for future expansion.” That included San Diego - a possibility further fueled by a 2024 petition spearheaded by Escondido Deputy Mayor Christian Garcia, who had been in direct contact with the company.
In April 2024, Sweet Tomatoes reopened a former Tucson location to overwhelming crowds, marking the brand’s official rebirth under new ownership. At the time, the company told us that “all markets are being considered for future expansion.” That included San Diego - a possibility further fueled by a 2024 petition spearheaded by Escondido Deputy Mayor Christian Garcia, who had been in direct contact with the company.
In the absence of an official revival in Southern California, a Souplantation “dupe” emerged earlier this year that demonstrated just how deep nostalgia runs. Soup ‘n Fresh, a near-identical imitation that opened inside a former Souplantation in Rancho Cucamonga, reportedly drew 90-minute lines on weekends as diners waited in the sun for a chance to relive the all-you-can-eat ritual. Reports documented crowds tailgating with folding chairs, families staging impromptu celebrations, and younger customers discovering the buffet for the first time - proof that Souplantation culture never disappeared, it simply had nowhere to go.
Industry research now suggests that the buffet model, once declared obsolete during the pandemic, is experiencing a genuine resurgence. According to IBISWorld data cited by New York Times and Today.com, buffets were a $5.5 billion industry in 2022, up nine percent from the prior year, with major chains like Golden Corral reporting double-digit sales growth. Analysts attribute the rebound to inflation-weary families seeking value, the rise of food-centric social media culture, and diners’ desire for experiential, communal eating. From budget-friendly spreads to high-end buffet concepts in Las Vegas, the format appears to be thriving. Souplantation, once considered at the center of a dying dining model. now finds itself poised to return at a moment when buffets are cool again.
While Sweet Tomatoes has remained tight-lipped, this weekend’s mysterious post is the brand’s most direct public hint yet at another expansion - and the San Diego references are difficult to ignore. Between the wizard’s poem, the ocean imagery, and the overwhelming San Diego-based responses, fans believe the company is planting breadcrumbs toward announcing its next location. And from a business standpoint, a San Diego return would be a full-circle moment: reopening in the birthplace of the brand after a half-decade absence.
In previous correspondence, the company’s social media team has repeatedly emphasized the strong demand coming from San Diego and that they are actively monitoring public interest.
“We’re hoping our Tucson location will be a huge success and pave the way to bring Sweet Tomatoes back to as many loyal fans as possible,” a representative wrote. “All markets are being considered.”
Nothing has been confirmed, but the tone, timing, and imagery suggest the strongest signal yet that a San Diego revival may be under consideration - or already in motion. Until an official announcement is made, the speculation will continue to swirl, but one thing is crystal clear: no market is rallying harder for a return than San Diego.
For now, fans can follow Sweet Tomatoes on Instagram, and keep reminding the company that San Diego is ready for another first serving.
Originally published December 2, 2025.
In previous correspondence, the company’s social media team has repeatedly emphasized the strong demand coming from San Diego and that they are actively monitoring public interest.
“We’re hoping our Tucson location will be a huge success and pave the way to bring Sweet Tomatoes back to as many loyal fans as possible,” a representative wrote. “All markets are being considered.”
Nothing has been confirmed, but the tone, timing, and imagery suggest the strongest signal yet that a San Diego revival may be under consideration - or already in motion. Until an official announcement is made, the speculation will continue to swirl, but one thing is crystal clear: no market is rallying harder for a return than San Diego.
For now, fans can follow Sweet Tomatoes on Instagram, and keep reminding the company that San Diego is ready for another first serving.
Originally published December 2, 2025.
