A Quick Pivot Saved This Berkeley Restaurant, Now It’s Boomin’
Tarocco, nestled in Berkeley, is a charming lunch spot offering a Barcelona-inspired menu. Last November, they almost closed their doors and it was a quick pivot that saved the business and quadrupled sales. Tarocco’s allure extends beyond culinary delights to include a sun-drenched seating area, exuding rustic-romantic dishes inspired by Barcelona that are exceedingly delicious while also being affordable.
Here, customers indulge in comforting dishes that strike the perfect balance between healthfulness and delectability. And while the restaurant has walked away from the traditional sit-down restaurant experience, its new model creates a connection to the customer that is more personal than a fast-casual approach.
Chef Sequoia Del Hoyo of Tarocco wrote, “We were skating too close to the edge. Catering and events have carried us through, but the cafe itself was losing money every day. In November, I decided to close the doors for a couple weeks during winter break and try to decide what my next move was.”
Chef continued, “At home one night my partner (who happens to be a chef) was discussing the changes in the industry and how a restaurant post-pandemic can be successful. We agreed on one thing – the industry has changed and so have the needs of our patrons. People want food quickly, and they need it to be affordable and convenient,” wrote the Chef.
For Sequoia Del Hoyo and her partner Jason Botterill, closing Tarocco wasn’t an option and it also didn’t feel right to pivot towards a more traditional fast-casual model because they’d lose the connection with their customers.
After some thought, Del Hoyo and Botterill found a new model that has seen lower overhead and skyrocketing sales. Their new unique dining experience allows you to walk up to the counter and interact directly with Del Hoyo – you can pick and choose from several ready-made dishes and choose to eat at the restaurant or take your food to-go. As a lunch-only spot, this model works well for patrons wanting to get a quick healthy bite to eat on their lunch break.
Del Hoyo, “Jason and I entered this industry because it was romantic and sexy – we didn’t want to merely serve people food in to-go boxes.” Said Del Hoyo, “We sought a model that allowed us to interact with our patrons while providing quick service and keeping labor costs down. Additionally, we both share a deep connection to Barcelona – where my parents met and where much of my family still resides. Jason co-owned a restaurant in Barcelona for three years.”
Chef continued, “We extensively pondered the Spanish model of casual dining, which emphasizes the aesthetic experience – patrons can select from the tapas bar, and the server plates them. It’s quick, satisfying, and sexy. Thus, we asked ourselves: why not bring that concept here? However, being in California and having access to some of the world’s best produce, we will offer a variety of fresh, beautiful salads for patrons to choose from,” explains Del Hoyo.