Rene Colorado is here to make S.F. hungry for the Tenderloin

Rene Colorado, executive director of the Tenderloin Merchants Association, promotes local dining through the Instagram account @tenderloin_eats, which has gained 31,500 followers. He emphasizes the Tenderloin's rich culinary diversity, from loco moco to fried pupusas, helping local restaurants thrive through word-of-mouth rather than elaborate marketing. Colorado believes that his account significantly impacts restaurant traffic; owners have reported increased customer turnout after being featured. He maintains a positive focus, opting not to post negative reviews and instead giving restaurants a second chance. Colorado's personal journey from homelessness to daily dining reflects his passion for the neighborhood.

He actively plans food tours and engages with local businesses, showcasing their offerings. His approach fosters community spirit and supports small businesses in an area often overlooked. The success of @tenderloin_eats demonstrates the power of social media in revitalizing local dining experiences.