From Crisis to Culinary Renaissance: How Tarocco Restaurant Reclaimed Its Future

In November 2023, West Berkeley's beloved restaurant, Tarocco, faced a daunting challenge, closing its doors for two weeks. The owners, Sequoia Del Hoyo and Jason Botterill, partners in both life and business, realized they were pouring their hearts into a venture that was barely staying afloat. With a sense of urgency, they decided it was time for a radical shift.

The Turning Point

“I was really scared, I was not sleeping,” Del Hoyo confessed, reflecting on that tumultuous period. With roots in Barcelona, where Del Hoyo's family hails from, and Botterill's culinary experience at renowned establishments like Chez Panisse, they knew they had the talent. But the existing business model was simply not viable.

Finding Inspiration

In their quest for a sustainable vision, Del Hoyo and Botterill drew inspiration from traditional Spanish tapas cafes, which have thrived for over a century with simplified menus and efficient staffing. This led them to make a pivotal decision: to pivot their restaurant model entirely.

Reinventing the Business Model

• Focus on Weekday Lunch Service
• Streamlined Menu with 8-10 Daily Offerings
• Enhanced Customer Interaction and Takeout Options

Fast forward to a sunny August Thursday, and Tarocco was buzzing with a steady stream of diners and takeout orders. No longer struggling, Del Hoyo and Botterill felt a renewed sense of hope. “We recently had to spend $10,000 to replace a hood in the kitchen. That would’ve been devastating before,” Del Hoyo remarked.

Rethinking Operations

Previously, customers would order from an extensive menu, and the food could take up to 30 minutes to prepare. The restaurant had a team of seven staff members managing service, dishwashing, and cooking. However, after their closure, they laid off the entire staff, only to hire back one employee post-reopening.

“That was the hardest part,” Del Hoyo said, acknowledging the emotional weight of letting go of their dedicated team. “We felt responsible for all these hard-working people that believed in us and our vision.” Ultimately, they knew drastic changes were necessary for survival.

Success Through Simplification

By focusing on a more concise menu and efficient service, Tarocco saw staffing costs plummet by 80% while sales tripled. Del Hoyo stated, “Some people were telling us to do more, like open for brunch, but we wanted to operate less and sell out more while reducing waste.”

Like video game players facing escalating boss challenges, restaurants today confront numerous obstacles. Tarocco’s creative pivot allowed it to thrive amidst rising costs and changing consumer behavior.

Innovations in the Industry

Across the region, other restaurants have adopted inventive strategies to stay afloat. Chef Mark Liberman of Oakland’s fine dining establishment, Mägo, implemented a split pricing model for his prix fixe menu, offering lower prices on weekdays to attract diners. Similarly, Kyle Itani streamlined operations by combining multiple brands under one roof, enhancing efficiency and customer reach.

Adapting for Survival

Even established businesses are learning new tricks. The Food Mill, a staple in Oakland for 90 years, launched an online marketplace to counter declining in-store sales, showing that adaptability is key in today’s market.

The Revival of Tarocco

Nearly a year after its temporary closure, Tarocco has stabilized and thrived. “How effective this has been blows my mind,” Del Hoyo said, expressing astonishment at the positive turnaround. The restaurant now operates with a clear focus on the local office lunch crowd and caters to events on weekends, filling its calendar with bookings.

“We don’t want to expand or do dinner; we want a life,” Del Hoyo emphasized, showcasing a newfound balance between work and personal life. The restaurant’s success is a testament to the power of resilience and the willingness to rethink traditional models in the face of adversity.

What do you think?

• Do you believe that restaurants should prioritize efficiency over a diverse menu?
• How important is customer interaction in the success of a restaurant?
• Should more restaurants adopt a split pricing model?
• Is it ethical for