“A whisper on the wind, a spell long cast… I’ve been away, but magic stirs anew… Where could I return?” the post reads, ending with a pointed clue: “Where the ocean waves meet sand.” The comments section exploded within minutes, overwhelmingly from San Diegans begging for their beloved Souplantation to return home.
But while Sweet Tomatoes’ social media team continues to tease without confirming, physical signs of the brand’s rebirth are already appearing elsewhere. Newly surfaced permitting records in Florida reveal that Sweet Tomatoes’ former south Fort Myers location is undergoing interior remodeling under the direction of Tampa-based TWT Restaurant Design, Construction & Development Co. A Tucson location reopened earlier this year, marking the brand’s first official revival under new ownership group ST Three LLC. Now, Fort Myers appears next in line.
The company declined to provide a timetable for the Florida reopening, telling reporters only, “At this time, we have not made any public announcements about our next location.” The statement mirrors language used repeatedly when asked about San Diego—leaving multiple possibilities open as the chain rebuilds.
Real estate experts interviewed by the Fort Myers News-Press emphasized that Sweet Tomatoes historically excelled in warm, tourism-heavy markets, noting that both Southwest Florida and San Diego have the ideal customer base for a modern buffet revival. Those comments only reinforce what San Diego fans already suspect: while the company is moving forward with reopenings, the birthplace of the concept remains one of the most logical—and eagerly awaited—markets for a triumphant return.
Back in San Diego, the reaction to Sweet Tomatoes’ poetic teaser was immediate and deeply emotional. “Please be San Diego. The whole community misses our Souplantation,” wrote one follower. “My wife has been casting daily spells for your return,” joked another. The moment underscored what the company already knows: few cities have rallied for Sweet Tomatoes’ return as passionately—or as persistently—as San Diego.
More than 45 years ago, founder Dennis Jay opened the first Souplantation on Mission Gorge Road before selling to Garden Fresh Restaurant Corp. in 1983. The brand grew to more than 130 locations nationwide. 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 amid pandemic uncertainties surrounding self-serve buffets.
Real estate experts interviewed by the Fort Myers News-Press emphasized that Sweet Tomatoes historically excelled in warm, tourism-heavy markets, noting that both Southwest Florida and San Diego have the ideal customer base for a modern buffet revival. Those comments only reinforce what San Diego fans already suspect: while the company is moving forward with reopenings, the birthplace of the concept remains one of the most logical—and eagerly awaited—markets for a triumphant return.
Back in San Diego, the reaction to Sweet Tomatoes’ poetic teaser was immediate and deeply emotional. “Please be San Diego. The whole community misses our Souplantation,” wrote one follower. “My wife has been casting daily spells for your return,” joked another. The moment underscored what the company already knows: few cities have rallied for Sweet Tomatoes’ return as passionately—or as persistently—as San Diego.
More than 45 years ago, founder Dennis Jay opened the first Souplantation on Mission Gorge Road before selling to Garden Fresh Restaurant Corp. in 1983. The brand grew to more than 130 locations nationwide. 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 amid pandemic uncertainties surrounding self-serve buffets.
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.
The company’s assets were purchased in 2021 by ST Three LLC, reportedly tied to Florida investor Norbert Lou. Since then, the brand has slowly reorganized, with former operators assisting in the reboot. The reopening of Tucson in 2024 brought massive lines, and the forthcoming Fort Myers revival shows the momentum is still growing.
Meanwhile, Southern California’s appetite for the concept remains so strong that a Souplantation “dupe,” Soup ‘n Fresh in Rancho Cucamonga, has drawn 90-minute weekend lines—tailgating and all. Analysts say buffets are booming again nationwide, with IBISWorld data showing the segment rebounded to $5.5 billion in 2022. Golden Corral and other national chains have likewise reported significant gains, crediting rising food costs, nostalgia-driven dining, and the return of communal, experiential eating.
Given that backdrop, Sweet Tomatoes’ wizard-themed message feels less like a whimsical puzzle and more like a strategic breadcrumb. With Tucson reopened, Fort Myers in active construction, and fans in San Diego loudly demanding their turn, the stage appears set for additional announcements.
While Sweet Tomatoes has remained intentionally vague, the company has repeatedly acknowledged San Diego’s unmatched demand and has never ruled out a return.
“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 previously told SanDiegoVille. “All markets are being considered.”
The clues are still just clues, but the brand’s expansion efforts - from Arizona to Florida - suggest a broader rollout is underway. Whether the wizard’s riddle ultimately leads back to San Diego remains unknown, but no market is campaigning harder, louder, or with more nostalgia in its corner.
The company’s assets were purchased in 2021 by ST Three LLC, reportedly tied to Florida investor Norbert Lou. Since then, the brand has slowly reorganized, with former operators assisting in the reboot. The reopening of Tucson in 2024 brought massive lines, and the forthcoming Fort Myers revival shows the momentum is still growing.
Meanwhile, Southern California’s appetite for the concept remains so strong that a Souplantation “dupe,” Soup ‘n Fresh in Rancho Cucamonga, has drawn 90-minute weekend lines—tailgating and all. Analysts say buffets are booming again nationwide, with IBISWorld data showing the segment rebounded to $5.5 billion in 2022. Golden Corral and other national chains have likewise reported significant gains, crediting rising food costs, nostalgia-driven dining, and the return of communal, experiential eating.
Given that backdrop, Sweet Tomatoes’ wizard-themed message feels less like a whimsical puzzle and more like a strategic breadcrumb. With Tucson reopened, Fort Myers in active construction, and fans in San Diego loudly demanding their turn, the stage appears set for additional announcements.
While Sweet Tomatoes has remained intentionally vague, the company has repeatedly acknowledged San Diego’s unmatched demand and has never ruled out a return.
“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 previously told SanDiegoVille. “All markets are being considered.”
The clues are still just clues, but the brand’s expansion efforts - from Arizona to Florida - suggest a broader rollout is underway. Whether the wizard’s riddle ultimately leads back to San Diego remains unknown, but no market is campaigning harder, louder, or with more nostalgia in its corner.
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.
Originally published December 2, 2025.