Renowned chef and community organizer Reem Assil is bringing her beloved Arab street corner bakery, Reem’s, back to its roots in Oakland.
After departing from its original location in Fruitvale five years ago, the bakery will now open its flagship store at Jack London Square.
This new space at 66 Franklin St., previously home to Timeless Coffee and Miette Patisserie, allows Assil to return to a building where she once baked flatbreads as a tenant.
“It feels very full-circle for Reem’s,” Assil said in an interview.
She expressed her excitement about acquiring a space with robust infrastructure and equipment that supports Reem’s growth.
The new flagship bakery will span 3,000 square feet, significantly increasing production capacity for the cafe, catering, and wholesale operations.
Through large windows, visitors will be able to observe employees shaping pastries and baking flatbreads on domed griddles, an experience that Assil has always envisioned.
“This was my dream from the very beginning: pita lines and bread just coming out of the oven large-scale, and people being able to see that magic,” she noted.
As Assil completes the final touches, including a mural and a cozy seating area, plans are already underway for more Reem’s locations across the Bay Area.
“I’m really excited to see my community face to face,” she said, emphasizing her desire to give back to those who supported her journey.
Significantly, Reem’s will adopt a worker-owned business model, a transition that Assil has envisioned for years.
“We realized we really need to do something that builds real generational wealth for our employees,” Assil stated.
Through this approach, she aims to provide those most impacted by the changes in the food industry with a meaningful stake in the business.
Previously, Assil thought she could simply build Reem’s and sell it to her workers, but she now recognizes the importance of building the enterprise hand-in-hand with them.
Reflecting on this shift, she remarked, “It’s about the journey of building it with them, regardless of the outcome, because the leadership that they build and display in their communities is just as valuable.”
To facilitate this vision, Reem’s is collaborating with organizations like the Sustainable Economies Law Center and the Real People’s Fund.
These partnerships focus on promoting just economic systems and supporting wealth-building strategies in communities of color.
Assil explained that the Real People’s Fund is devoted to decolonizing investment, returning to traditional practices of community investment.
“We’re really excited about using this as a way to uplift our workers and have this be a community-driven, worker-centered enterprise,” she added.
In line with this vision, Reem’s has initiated a campaign on WeFunder, inviting community members to invest directly in the bakery’s future.
The menu at the new Reem’s will feature classic items, including saj flatbread wraps, various dips, salads, desserts, and house-made espresso drinks.
Fans of the bakery can expect to see rotating specials and the much-loved halawa cookie, which gained a devoted following when introduced in 2020.
Culinary director Casey Nunes will bring her flair to the menu while Assil intends to foster a collaborative approach with her staff to shape their offerings.
Continuing Reem’s commitment to local sourcing, Assil stated that the bakery will work closely with local purveyors and vendors.
Additionally, Reem’s will serve as a dukkan, or Arabic shop, akin to a bodega, featuring products from local artisans and businesses.
Looking ahead, Assil plans to replicate the worker ownership model at future locations within the Bay Area and potentially beyond.
She aims to engage investors who share her vision of using food as a medium for positive community change.
In her ideal world, she envisions, “May everybody walk on the streets with a manouche in hand.”
image source from：oaklandside
