Former tennis pro and podcast host Sam Querrey partnered with Sweetfin to create the Sam Q's Salmon Bowl - served exclusively at the BNP Paribas Open in Indian Wells - which quickly became one of the top-selling items at the tournament, introducing the brand to a new national audience of tennis fans.

In an in-depth founder interview, industry newsletter The Prep spoke with Seth Cohen about Sweetfin's deliberate expansion beyond poke - covering the decision to bring in Chef Daniel Patterson, how fine-dining technique translates to a fast-casual kitchen, and the brand guardrails keeping Sweetfin's California-Asian identity intact as it eyes national growth.

In its official tournament dispatches from the BNP Paribas Open, tennis culture magazine Racquet Magazine noted Sweetfin's presence on the grounds - specifically highlighting the Sam Querrey collaboration bowl as one of the food moments of the event, alongside other high-profile brand activations.

QSR Magazine's industry podcast, QSR Uncut, welcomed Sweetfin cofounder Seth Cohen back to discuss the brand's 10-year journey, its landmark collaboration with Chef Daniel Patterson, and how warm bowls and elevated culinary standards are shaping the next chapter for the fast-casual concept.

Sweetfin's debut at the BNP Paribas Open became an instant hit, with former pro tennis player Sam Querrey joining co-founder Seth Cohen to craft his signature Sam Q's Salmon Bowl - selling out crowds and blowing past every expectation.

In a premium "Behind the Menu" feature, Restaurant Business examined how Sweetfin successfully transitioned from an all-raw menu to warm bowls - without compromising its scratch-prep standards or California-Asian identity.

The Los Angeles Business Journal covered Sweetfin's 10th anniversary menu overhaul, highlighting the brand's deliberate approach to growth, its collaboration with Chef Daniel Patterson, and how the chain is positioning itself at the intersection of health, indulgence, and California-Asian cuisine.

Sweetfin was selected as one of three new concession partners at the 2026 BNP Paribas Open tennis tournament in Indian Wells, bringing its California-inspired poke bowls to the Food Village at one of the most prestigious tennis events in the world.

To mark a decade in business, Sweetfin launched its "Innovation Kitchen" in collaboration with chef Daniel Patterson, debuting warm bowls, fresh salads, and vibrant sides at its West Third flagship - signaling the brand's evolution from a poke-focused concept to a full California-Asian bowl destination.

Marking its 10-year anniversary, Sweetfin partnered with celebrated California chef Daniel Patterson to launch a new line of warm bowls - including miso-roasted salmon, Jidori chicken, and tri-tip steak, expanding the brand beyond its poke roots into a broader "California-Asian" fast-casual concept.

Sweetfin is expanding beyond its seafood-focused culinary creations to offer their new Greens and Grains Bowls. For the first time in its history, the chef-driven poké concept is introducing grilled chicken to its menu, encouraging non-seafood lovers to explore the delights of the poké bowl realm.

The Chengdu Crunch Bowl is an exclusive new offering at Sweetfin that can be savored until the end of the year at all 20 of Sweetfin's poke bowl restaurants. This new chef-inspired creation prominently features Fly By Jing's Chengdu Crunch chili condiment alongside freshly grilled chicken (the newest addition to Sweetfin’s protein choices) and rice for a flavor experience that's savory, spicy and full of umami.

Araksya and Sandra learn how to make the new bowl by LA-based Sweetfin in collaboration with Fly By Jing.

At peak poke times the lines can get long at this Santa Monica hotspot, with Sweetfin locations in DTLA, Silver Lake, Larchmont, and Westwood Village. But if you’re willing to wait, you’ll be rewarded with one of the best of the new school bowls in L.A.

The traditional Hawaiian dish, poke (pronounced POH-kay) has become one of the fastest growing food trends in recent years. It first blew up in LA but has rapidly spread to major cities across the country via fast-casual chains.

You’ve probably seen poke bowls on social media, overheard the buzz, or seen them on menus IRL. (Psst … it’s pronounced “POH-keh.”) You may even live in a city where poke shops are popping up faster than build-your-own burrito bars ever did.

When word spread in January that Poke Poke, the Venice boardwalk storefront that in 2010 launched L.A.’s love affair with poke, had closed, many wondered if the city’s obsession with the raw fish bowls was abating. But what seemed to be the beginning of the end for poke looks more like the end of the beginning.

Poké may be all the rage, but the founders of California-based Sweetfin think their Japanese_ inspired twist is a game-changer. The pair, along with Los Angeles restaurateur Alan Nathan, wanted to offer an alternative to the popular cuisine that wouldn’t break the bank for diners.