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TikTok influencers help poke fast casual Sweetfin to evolve lifestyle brand status

Cofounder Seth Cohen shares how the concept is leveraging social media partnerships to make a statement around Southern California.


TikTok may be increasingly under scrutiny from governments, but the social media platform continues to gain influence among consumers — and, therefore, brands. With some TikTok creators amassing millions of followers, they’ve grabbed the attention of corporations eager to tap into their influence.

Sweetfin is one emerging restaurant concept that’s successfully leveraging partnerships with social media influencers. The Los Angeles–based poke fast casual, which is closing in on 20 locations in Southern California, has offered a series of limited-time offers developed in partnership with celebrity chefs and influencers. Its most recent collaboration was with H Woo, a self-taught home cook who has 1.3 million followers on TikTok.

Sweetfin cofounder and president Seth Cohen joined the latest episode of Take-Away with Sam Oches to talk about its social media partnerships, how they further Sweetfin’s status as a lifestyle brand in Southern California, and how the chain continues to stand out in the poke field even after the category’s bubble burst.

In this conversation, you’ll learn why:

  • You shouldn’t be afraid to stick to a slow-and-steady growth model
  • A diverse menu can help you sustain supply chain disruptions
  • If you’re a takeout driven business, don’t fall for the 2,000 sq. ft. leases
  • Influencer partnerships are a powerful way to connect with your local audiences
  • Influencers represent the evolution of the lifestyle brand
  • You shouldn’t be afraid of the competition — and don’t feel pressured to cave to industry trends

Contact Sam Oches at [email protected].

TAGS: Fast Casual
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