Pastena: Without Small-Biz Focus, Oakland Will End Up With Chain Stores

Calavera has Oakland's largest tequila collection. (Photos: Walter Thompson/Hoodline)
By Walter Thompson - Published on December 16, 2016.

Employing 180 workers at three eateries makes Chris Pastena Oakland’s largest private restaurant employer, but for the first time in years, he’s not actively planning to expand his empire.

"There’s a lot of interest," he said, sitting at a window table at Calavera, the Oaxacan restaurant he opened last year, but "my goal right now is to not keep pushing forward until the city gets a better understanding of how to work with small businesses."

Calavera opened at The Hive last fall.

Pastena, who also owns Chop Bar and Lungomare in Jack London Square, isn’t afraid of growth; including the Tribune Tavern, which he formerly operated with ex-partner Tom Henderson, he’s opened four restaurants in less than a decade.

But until he sees more "support from the city in a way that tangibly works," he said he's unlikely to expand, "because then we’re just shooting ourselves in the foot."

Chef/restauranteur Chris Pastena.

Pastena said there’s a strong sense of community in the downtown restaurant scene between patrons and chefs, and also among restauranteurs. "In Oakland, we believe business begets business," he said, "so we work together to create a greater whole, instead of greater individual pieces."

Beyond lip service, there’s not much the city is doing to support entrepreneurs, however, said Pastena, who called for more workforce training.

"That’s a major part of the policy that needs to be looked at — how we put resources into training and making workers available," he said. "We should be making it easier for small businesses to hire people who live in Oakland."

Pastena employs 180 workers across three restaurants.

Pastena said he’s in favor of boosting the minimum wage, but he’s also concerned that higher overhead will attract firms with fewer employees, "like technology, or large-chain restaurants that can absorb those costs."

"If you don’t put the focus on small businesses, then we’re going to end up with big box stores," said Pastena. "I’m not one to say that’s right or wrong. I’m just one to say I support small businesses." 

Calavera's main dining area.

There’s also a need for city-led marketing and PR that promotes what Oakland has to offer, he said. Visit Oakland, a tourism nonprofit funded by hotel taxes, has a full-time staff, but Oakland Grown, which promotes small business development, has a all-volunteer staff backed by a local trade association.

"Oakland Grown does a lot of good work, and if they had more city financing, they could do a lot more," said Pastena. "Part of the goal is to create jobs, but also, to express the creativity we have toward the food culture we believe in," which includes local producers and artisans, he added.

At Calavera, a creative touch is evident: the high-ceilinged restaurant is festooned with colorful, hand-carved folk art, workers make tortillas from scratch in an open kitchen, and the bar features 140 different mescals and 120 unique tequilas.

The enclosed dining patio.

"Eight years ago, that’s something people wouldn’t know what to do with," said Pastena, "but now, we’re thriving," he said, adding that his early customers didn’t always "understand what we were trying to do," which created challenges.

“When we first opened up Chop Bar,” Pastena recalls, “customers would say, ‘how can you not carry Jack Daniels at a bar?’” Since then, expectations have evolved: today, Calavera customers can order a side of Oaxaca chapulines (fried, spicy grasshoppers) with their guacamole verde.

Although not ready to open a new restaurant, Pastena consults for the new Oakland outpost of Escape, a chain of airport lounges. For $45, peckish travelers can walk in, “and there’s free food and free drinks in a nice peaceful quiet area before your flight,” he said.

Pastena stocked Escape with Firebrand pastries and Authentic Bagel Company bagels, as well as cheeses, meats “and a lot of local products that really express who we are,” he said. “There’s definitely an Oakland feel to it.”

Nov 25, 2020

Free public WiFi coming to large sections of Oakland

Oakland is closing the digital divide with a $7.7 million CARES Act grant that will provide free public WiFi to as much as 85% of the city. Read More

Nov 24, 2020

Oakland location of Shake Shack plans December opening

Popular New York-based burger chain Shake Shack, which just opened its first San Francisco location earlier this year, is readying its Uptown Oakland outpost for a mid-December opening. Read More

Nov 20, 2020

The BlaQ ArTed Short Film Fest set to debut in Oakland this weekend

The inaugural BlaQ ArTed Shortfilm Festival kicks off this Sunday with an opening night drive-in event at Oakland’s Chabot Space & Science Center. Hosted by The East Bay Queer Healing Arts Center, the festival highlights the work of nine emerging youth filmmakers from the East Bay. Read More

Nov 12, 2020

Donut Savant opens new location in East Oakland — with long lines and salted maple cronuts in tow

After shuttering its downtown Oakland location last October, Donut Savant debuted its new East Oakland store today to large, socially distant crowds. Read More