Over the last few years, tinned fish has gone from being a last-resort pantry staple to a buzzy culinary trend. Once the purview of survivalists and the budget-conscious shopper, dozens of premium brands have popped up aimed at younger generations and the chronically online.
Now, Sweetgreen wants in.
In the midst of its turnaround efforts, the fast-casual salad chain announced a limited-time partnership with Fishwife in August, marking the first time it’s brought tinned fish to its menu.
Sweetgreen x Fishwife
Starting August 11, Sweetgreen will be offering a Fishwife Summer. The fresh entree comes with a custom co-branded tin of Fishwife Albacore Tuna with Spanish Lemon that diners can open and add themselves.
Founded in 2020, Fishwife is a premium tinned fish brand inspired by Spanish and Portuguese cultures. Its vibrant packaging has made it a social media phenomenon, setting the stage for previous partnerships with retailers like Whole Foods.
“Fishwife has built an exciting brand around exceptional tinned seafood, bold flavor and thoughtful sourcing,” Nicolas Jammet, Chief Concept Officer and Co-Founder of Sweetgreen, said in a statement accompanying the announcement. “We saw an opportunity to create something that went beyond a traditional ingredient collaboration by making the tin part of the meal itself.”
In addition to the Fishwife Summer Niçoise salad, Sweetgreen has added an Omega Glow bowl, featuring miso-glazed salmon, to its menus. The bowl will be a permanent menu addition, while the Fishwife collaboration is only available until August 24.
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Sweetgreen’s focus on menu innovation
Once a go-to lunch spot for the office crowd, Sweetgreen has faced declining sales in recent months. The chain is now trying to broaden its appeal as it works to reignite growth.
During the company’s most recent earnings call in August 2026, CEO Jonathan Neman reported a 6.2% decline in comparable restaurant sales and a 2% decline in transactions.
“We’ve made deliberate choices about what to prioritize now and what to sequence later so we can strengthen the core, grow transactions, rebuild AUVs, and improve restaurant-level cash flow,” Neman told investors. “We’re executing that plan with urgency and discipline across our five strategic priorities, which include operational excellence, food quality and menu innovation, brand relevance, personalized experiences, and disciplined, profitable investment.”
The Fishwife collaboration fits squarely into that plan, especially as it pertains to acquiring new diners
“The Fishwife collaboration is just one way we’re bringing cultural relevance, innovation, and creativity to the menu this year,” Jammet told me via email. “Sweetgreen resonates strongly with customers who already know us, so our real opportunity is reaching those who don’t know us yet.”
“We’re making Sweetgreen available across more occasions through partnerships like this, and the progress we saw in the second quarter reinforces our confidence that our plan is working,” he continued.
According to data from Placer.ai, Sweetgreen has seen increased foot traffic over the last few months. Overall visits were up 22.7% in Q2, with same-store visits jumping 1% in May and 3.9% in June.
“The improvement coincided with the nationwide launch of wraps on May 6th, suggesting the menu expansion may already be helping broaden the chain’s appeal and drive stronger demand at existing restaurants,” Placer.ai’s report noted.
Choosing the perfect partner
Limited-time offers (LTOs), like the Sweetgreen x Fishwife collab, have skyrocketed in recent years.
Between 2019 and 2026, there has been a 157% increase in restaurant LTOs, according to data from Technomic, as reported by Restaurant Business. An estimated 85% of operators have added or changed the food/beverage options on their menus within the last year.
However, the success of the LTOs is not guaranteed, and largely dependent on how well they resonate with customers, which makes choosing the right partner essential.
“Very unique items can spur a one-time purchase but may not lead to increased traffic or sales long-term,” Technomic Manager of Consumer Insights Lauren Hallow said in a separate Restaurant Business interview. “A safer LTO bet is to spin a familiar food… with an on-trend or craveable flavor or ingredient.”
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- McDonald’s unveils unexpected first-ever partnership
- Starbucks rival, 7 Brew, finally launches an app
Sweetgreen’s newest LTO falls right in that sweet spot — merging the salads diners turn to the chain for with buzzy, trendy ingredients.
That wasn’t a mistake, according to Jammet.
“Using real food, made from scratch with high-quality ingredients from farmers and partners we know and trust, remains at the center of everything we do,” he told me via e-mail. “I’ve been a long-time fan of Fishwife and know that its founder, Becca Millstein, also shares the belief that great food starts with knowing where your ingredients come from and choosing partners who care deeply about quality.”
“Bringing our products together felt like a natural collaboration that would resonate strongly with both brands’ core customers and help reach new consumers,” he continued.
Sweetgreen may only have two weeks to sell its Fishwife salad, but the strategy behind it is much bigger. The chain is betting that the right menu innovations, done with the right partners, can help it win back momentum — and reach customers it hasn’t reached before.
Related: Sweetgreen makes major menu change customers will love
