‘The Town is not going to fall:’ Oakland Restaurant Collective takes aim at negative narratives

The members of the Oakland Restaurant Collective believe in a brighter future for the Town. At a rollout event on Monday, Jan. 27, the organizers of the newly formed nonprofit announced plans for bringing that future to fruition. 

Spearheaded by restaurateurs including Nelson German (AlaMar, Sobre Mesa), Paul Iglesias (Parche, Jaji) and Luigi DiRuocco (Mr. Espresso), Oakland Restaurant Collective aims to counter the stigma surrounding Oakland and its culinary scene by amplifying positive stories highlighting the city’s bars, cafés and restaurants. Roughly 140 attendees — including media members, bar owners, local politicians and corporate sponsors — gathered on the Kissel Hotel’s rooftop to hear the collective’s founding members relay their vision. 

“Our mission statement is to support, protect and promote the Oakland hospitality industry,” DiRuocco told guests during the hour-long presentation. “Harnessing the power of a unified community, we will build a strong network to provide support and resources for our businesses, advocate for meaningful changes at the city and county levels, and showcase Oakland’s diverse hospitality offerings to both local and national audiences.” 

The collective also announced the launch of its consumer brand, Savor Oakland.

Though the sky outside was darkening, the mood was not. Celebratory glasses of champagne made the rounds as speakers laid out their 2025 marketing plan. It was a stark contrast from the typically gloomy narrative surrounding Oakland and its restaurants — the very narrative the collective is working to combat. 

“All the negative stuff … let’s change this up. The Town is not going to fall. Not anymore,” German said, whose lauded Dominican restaurant AlaMar has suffered several high-profile break-ins in recent months. German shared that the latest incident occurred while guests were dining at the restaurant. 

“People were really scared,” he told the audience, “but they stayed. That’s love right there.” 

He and other speakers voiced their frustrations with break-ins, the consequential negative media coverage (including by influencers), and a particularly grueling post-pandemic recovery period. Still, their tone remained overwhelmingly optimistic about the collective’s power to sway the narrative in 2025 and beyond, pointing to declining crime rates and an overall upward shift in the city’s energy. 

“We’re tired of it, so we’re really together,” said German. “And you’re going to hear a lot more about what we’re doing, because we’re finally coming together as a brand and showcasing some real momentum.”

The kick-oof event at the Kissel Hotel in Uptown Oakland was attended by restaurateurs, media members, bar owners, local politicians and corporate sponsors among others. Credit: Annette Chew Media

No more negativity: ORC fuels the fire of optimism

Oakland Restaurant Collective currently stands at 24 members and has gained support from corporate sponsors like OpenTable, Square and Toast. It’s also backed by the Oakland Chamber of Commerce and Visit Oakland, a nonprofit dedicated to amplifying Oakland’s vibrancy through tourism and destination development. 

Andrew Freeman, whose hospitality marketing group af&co is part of the collective, said the goal is to push three to four marketing campaigns this year, starting with a kickoff party for Oakland Restaurant Week in March. 

Alongside doubled-down marketing efforts, speakers acknowledged that working to repair fraught relationships with city officials will help the collective’s mission. Former Democratic Congresswoman Barbara Lee, who represented the East Bay throughout a 24-year stint in the House, and Loren Taylor, the Oakland mayoral candidate who plans to rerun in this year’s special election, were in the audience. 

“We want to use our platform to legitimize the Oakland Restaurant Collective as the voice for the hospitality industry in Oakland so that we can have a seat at the table with our elected officials,” said Bryan Tublin, who owns gluten-free restaurant Kitava. “We really want this to be a partnership. Sometimes it can feel like an antagonistic relationship and maybe a little bit one-sided as a restaurant owner, and we want to try to change that.” 

Luigi DiRuocco, vice president and co-owner at Mr. Espresso, kicks off the Oakland Restaurant Collective’s reveal of their new consumer brand, Savor Oakland, at High 5ive Rooftop Bar atop the Kissel Hotel in Uptown Oakland. Credit: Annette Chew Media

Peter Gamez, president and CEO of Visit Oakland, echoed that support from elected leaders will be crucial to solidifying lasting change, and hopes to partner with the incoming mayor to continue promoting Oakland’s restaurant scene. He also said that Visit Oakland is working to bring in food influencers from around the country to highlight positive experiences. The latest campaign, “48 hours in the 510,” involves taking a group of influencers to 16 different restaurants in Oakland within a two-day period. 

“We’re strategically going after foodie cities and getting their social media champions to talk about Oakland,” he said, adding that, since Condé Nast Traveler recently crowned Oakland as the #1 food city in America, calls to his office have tripled.

If tourists and residents alike are feeling ready to explore Oakland, restaurant owners are here to meet them with open arms.

“We feel positive energy in Oakland, right? It feels different now,” German said to applause. 

Chef Michele McQueen of Town Fare spoke to the crowd with similar zest. “We have to keep focusing on the positivity. Glass half full, not half empty,” she said. “Let’s promote the hell out of this city.”