In the heart of San Francisco’s Tenderloin neighborhood, a vibrant food scene is thriving, thanks in large part to the Instagram account @tenderloin_eats, created by Rene Colorado. With over 31,500 followers, the account showcases the culinary gems of the Tenderloin, inviting food lovers to explore its diverse offerings.
Recently, one post featured a fork piercing the bright yellow yolk of an egg atop the loco moco at Son and Garden. Steam rose from a delicious bowl of shrimp and rice noodles served at Larkin Restaurant, while chicken wings slathered in sauce and pull-apart melted cheese caught the eyes of diners. This tantalizing imagery serves a distinct purpose: to ignite excitement about dining in the Tenderloin.
Colorado, the executive director of the Tenderloin Merchants Association, shares his personal history with the neighborhood and its small businesses. Wearing a sweatshirt emblazoned with ‘TENDERLOIN,’ he reminisces about a corner deli that once gifted him a sandwich during tough times when he had little to spend on food.
His connection to the Tenderloin runs deep; he worked at Lers Ros and managed the construction of sister restaurant Esan Classic. These experiences allowed him to foster relationships with local restaurants, which he now features on his account.
According to Colorado, the Tenderloin boasts some of San Francisco’s best food, where restaurants often forego gimmicks and intricate decor due to the financial constraints of the area. Instead, they thrive on word-of-mouth and the loyalty of repeat customers.
The @tenderloin_eats account plays a pivotal role in this ecosystem, highlighting the restaurants that might otherwise fly under the radar. Colorado is dedicated to the dining experience and plans to coordinate a multi-stop food tour with a dozen friends, mapping out a strategy to cover the best items on the menu at the Pakistani/Indian restaurant Kinara.
Restaurant owners have noticed the impact of being featured on @tenderloin_eats, reporting an influx of customers after their posts go live. Colorado believes in authenticity, avoiding any prior announcements about his visits, and refraining from accepting complimentary meals. Instead, he opts for behind-the-scenes footage that focuses on the food.
While he occasionally appears on camera, Colorado prefers to let the dishes take center stage. Despite this, his presence is well-known throughout the neighborhood, with fellow restaurant owner Cristina Wu Feng noting the confidence he exudes as he navigates the streets.
At @tenderloin_eats, the tone is decidedly positive; negative reviews are absent in order to maintain the account’s upbeat spirit. If a meal doesn’t meet his expectations, Colorado simply chooses not to feature it, instead allowing venues a chance for redemption.
He often frequents establishments two or three times a week, creating consistent content around favorite spots like Son and Garden. Wu Feng estimates that Colorado has visited her restaurant, Cantoo, over 30 times since it opened and has showcased her dishes in numerous posts, leaving her feeling a surge of pride each time.
While Colorado enjoys supporting local restaurants through his social media efforts, his role at the Tenderloin Merchants Association involves more practical matters, like guiding new business owners through the city’s perplexing permitting process and connecting them with vendors. This work requires a level of detail and focus that mirrors his video editing skills, honed during a time when restaurants relied on professional marketers and videographers. Lers Ros was his inaugural client, and he began developing a passion for video editing while working as a host there.
Colorado’s commitment to the Tenderloin runs deeper than just business; it is personal. He reflects on his past struggles with food insecurity, recalling vivid memories of hunger. His experiences shape his compassion, inspiring him to ensure others have access to good meals. He recalls saving change to indulge in a $10 meal on Polk Street during challenging times.
As he strolls through the neighborhood, past the cypress trees he planted, he greets friends from his past, exchanging jokes and promising to bring pizza for a weekend gathering. This spirit of generosity makes him feel fulfilled, a sentiment he likens to that of ‘fucking Bill Gates.’
Rene Colorado’s journey from struggle to success exemplifies the resilience of the Tenderloin community, motivated by a love for food and a desire to uplift those around him. Through @tenderloin_eats, he captures not only the essence of the food but the stories behind them—stories of hardship, triumph, and a deep-rooted connection to the community.
image source from：missionlocal
