Oakland's Fruitvale neighborhood is saying farewell to a beloved taco joint, Tacos El Último Baile, as owner Dominic Prado decides to cross the bridge and set up shop in San Francisco's Ikea food hall, Saluhall. Prado cited several reasons for the relocation, including what he perceives as a lack of direct marketing for Fruitvale that limits the neighborhood businesses' potential; he told The Oaklandside that without being marketable or branded, it's challenging to draw in crowds.
The taco business, which has taken on different forms including a food truck and most recently a restaurant, saw a sharp decline in foot traffic and safety concerns in its current location, combined with the impact of construction for the Juntos Fruitvale community space which led to the loss of their outdoor seating area, sales at Prado's restaurant have struggled to recover to pre-pandemic levels thus forcing him to make hard decisions. Prado also ran for Oakland City Council last November but was unsuccessful; he has been vocal in criticizing city officials and the police over safety issues in Oakland. As per CBS San Francisco, Prado mentioned that Oakland is not a very supportive environment for small businesses.
With catering jobs keeping his business afloat, Prado is looking to generate new patronage in San Francisco, where he feels an active effort led by the new Mayor Daniel Lurie to incentivize small businesses and clean up areas like Market Street. Prado told CBS San Francisco that the city seems more promising and welcoming for local businesses, crediting initiatives like the "Vacant to Vibrant" program for invigorating the local commercial scene.
The move to Saluhall marks a trial period for Tacos El Último Baile with a four-month agreement and the option to extend should it prove successful; San Francisco's allure for Prado comes not only from the city's supportive measures but also the eagerness of Saluhall to welcome his northern Mexican-style wood-fired tacos to a new market. Even as Prado prepares to embark on this San Francisco adventure, he acknowledges the industry's struggles. He envisions an eventual return to the East Bay to focus on his barbecue business aspirations, as he shared with The Oaklandside.
