Sweetgreen to Join Competitive SoMa Salad Scene

Now that organic salad chain Sweetgreen has invaded Berkeley and Palo Alto, it’s setting its salad sights on the big city. Specifically SoMa, where signage has gone up for a brand new location at the corner of 2nd and Howard Streets.

An eagle-eyed tipster spotted the logo (seen to the right) and Snapchatted it to friends before sending it our way (you can see she was very excited). That location (171 2nd St.) was formerly Ovo Cafe, which looks to have had abundant room for seating for the lunch masses.

It makes a lot of sense for fast-casual Sweetgreen to have chosen SoMa for its first SF spot — there are plenty of worker bees looking to grab sustainable, filling salads on the quick — but it is entering a crowded market. Mixt Greens and Tender Greens both already have locations and strong followings in the neighborhood, so it remains to be seen how Sweetgreen will differentiate and win over some of those customers. Stay tuned for more details.

• All coverage of Sweetgreen [ESF]