Sweetgreen Unveils 'Here For The Bowl' Activation in San Francisco

Brand Celebrates Launch of New Catering Format with Larger-Than-Life Experience

Published on Feb. 5, 2026

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Ahead of the Big Game, Sweetgreen is making a bold statement in San Francisco by unveiling a larger-than-life 'Here for the Bowl' activation to celebrate the launch of its new Build Your Own Sweetgreen Bar catering format. The activation will take place at the Ferry Building's South Plaza during the Ferry Plaza Farmers Market, inviting passersby to explore the new catering offering through on-site signage and a scannable QR code.

Why it matters

Sweetgreen's new catering format aims to rethink how groups eat, offering a customizable experience built on real, nutrient-dense ingredients. The activation highlights Sweetgreen's efforts to position catering at the center of modern gatherings, tapping into a broader shift toward better-for-you options at social events.

The details

The Build Your Own Sweetgreen Bar allows hosts to mix and match bases, proteins, toppings and dressings, making it easy to accommodate a wide range of tastes and dietary preferences. Each bar is served in increments of 10 to scale from 10 to 10,000 people. The new format complements Sweetgreen's existing catering menu of individual bowls and bundles, offering hosts more ways to feed a crowd for game-day gatherings, team meetings, graduations or corporate events.

  • The activation will take place on Saturday, February 7, 2026 from 8am to 2pm at the Ferry Building's South Plaza during the Ferry Plaza Farmers Market.
  • From 8am to 11:55am, visitors can enter for a chance to win free Sweetgreen Catering up to $400 for their Big Game celebration on February 8, 2026.

The players

Sweetgreen

An American fast-casual restaurant chain that serves seasonal, chef-crafted menus across more than 280 locations nationwide.

Zipporah Allen

Chief Commercial Officer at Sweetgreen.

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What they’re saying

“Catering doesn't have to mean compromising on quality, convenience or choice. With the Build Your Own Sweetgreen Bar, we're rethinking how groups eat, offering a customizable experience built on real, nutrient-dense ingredients, intentionally sourced from farmers who share our values. Whether it's game day or everyday celebrations, it's food that brings people together and leaves everyone feeling good.”

— Zipporah Allen, Chief Commercial Officer (Sweetgreen)

What’s next

Following the San Francisco activation, Sweetgreen will continue bringing the Build Your Own Sweetgreen Bar to life across owned, earned and social channels, highlighting real-world hosting moments and reinforcing the brand's place in modern, culture-forward celebrations year-round.

The takeaway

Sweetgreen's new catering format and activation demonstrate the brand's commitment to providing better-for-you options that bring people together, even for big events like the Big Game. This reflects a broader shift in consumer preferences towards healthier and more customizable catering options.