Festive Season is Here! ✨ Parties, Thanksgiving Feasts, and Holiday Cheer
WOW! What a week! 🥳🥂
We are still buzzing over here at af&co. after our incredible 20th anniversary celebration last Friday night at L4! It was one for the books. We spent the evening dancing, reconnecting with old friends, partners, and colleagues, and reminiscing on all the amazing moments that brought us from day one to year twenty. Check out some of our favorite team photos from the night below.
We’ve also got two big reasons to keep the celebration going:
✨ First up — according to the San Francisco Business Times, af&co. is officially the 60th fastest-growing private company in the city! In October, Andrew and our managing director, Alexandria, proudly accepted this honor on behalf of the team.
✨ Second — we officially launched our 18th annual hospitality trends report with an amazing in-person event at Convene! Take a look below for how you can get the report – we really loved seeing so many of our partners, clients, and colleagues in person.
As the year winds down, we’re gearing up for the joyful festivities of the holiday season, so make sure to check out everything coming up below.
With that, let’s get into it.
– Andrew & everyone at af&co.
ICYMI | 2026 TRENDS REPORT WEBINAR
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The af&co. and Carbonate 2026 Trends Report is officially available! In case you missed the big in-person reveal, we will be hosting one more webinar to talk all about the influences in food, beverage, hotels, travel, marketing, and social media that will shape the hospitality industry in the year ahead. You can also now purchase the report for $50.
As a reminder, af&co. and Carbonate are donating a percentage of proceeds from purchases of the report to Foodwise, which operates farmers markets and education programs to connect the San Francisco Bay Area community with fresh, local food and sustainable family farms, and La Soupe, an innovative Ohio-based non-profit organization bridging the gap between food waste and food insecurity.
📅 Wednesday, December 3 | Register HERE for the final livestream
👉 Buy the Report HERE
GET READY TO FEAST! THANKSGIVING IS HERE
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Thanksgiving is right around the corner, and if you are currently searching for pick-up options for the family or for Friendsgiving, we got you covered with plenty of options!
🍝 Palio
Palio is opening its doors on Thanksgiving Day with an $82 prix fixe menu ($42 for kids) that brings the holiday to the table, Italian family-style. Guests can choose their antipasto and entrée, then settle in as the feast arrives: green beans, almondine, cranberry sauce, Italian sausage dressing, warm house-made focaccia, and a slice of pumpkin pie to finish. It’s a no-stress, no-clean-up holiday, just show up, relax, and let Palio take care of you and your loved ones the way an Italian household would.
🦃 Macarena
This holiday season, experience the warmth and flavors of Spain at Macarena in Palo Alto. While the restaurant is closed on Thanksgiving Day, Macarena invites guests to celebrate earlier in the season with an unforgettable Whole Roasted Suckling Pig experience. A nod to the beloved Spanish tradition of cochinillo asado from Castilla y León and perfect for groups of four to six, this festive feast features tender, juicy meat and perfectly crisp skin. Available throughout November, this experience can be reserved via OpenTable and must be booked in advance.
🥧 Adrestia
This Thanksgiving, celebrate at Adrestia with a $75 pre-fixe menu or à la carte experience that puts a contemporary twist on classic holiday flavors. Highlights include Heirloom Gardens Corn Bisque with lobster and black truffle, Heritage Farms Turkey with all the traditional sides, and Pumpkin Cheesecake topped with candied pecans and bourbon caramel. À la carte additions like Parker Rolls with Yuzu Butter and Mac & Cheese round out the feast.
What meal is complete without dessert? Order your Thanksgiving dessert pick up today from one of ButtercuP Diner’s four locations – Walnut Creek, Vallejo, Concord, and Jack London-Oakland. Festive treats baked fresh at ButtercuP Diner include Upside Down Apple Walnut Pie, Banana Cream Pie, Blueberry Streusel Pie, Cheesecake, Coconut Pie and more! Or, make Thanksgiving even tastier and order a family feast for four to six people for $110, for pick-up on Wednesday, November 26th. It’s as easy as pie!
This Thanksgiving, Wild Onion is hosting a festive and flavorful celebration on Thursday, November 27th, from 12:00 PM–5:00 PM. Enjoy a three-course dine-in experience for $75 per person, featuring seasonal dishes like acorn squash bisque, roasted turkey with all the traditional sides, seafood paella, and a decadent pumpkin tart for dessert.
Looking for a new take on traditional Thanksgiving foods? Those based in the Los Angeles area can opt in for Fitoor Santa Monica’s $210 takeout feast! Perfect for 4 people, this menu includes a choice of Lamb Shank Biryani, Tandoori Chicken Biryani and Paneer Lababdaar, Tandoori Broccoli, Dal Makhani, Malabar Partha, Raita & Salan, and a delicious sweet finish of a Pear Pie Tart.
HOLIDAY SEASON IS UPON US!
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For those looking to get into the holiday spirit a bit early, our clients are offering up fun and festive offerings starting in mid- to late November available all through December.
Celebrate the sweetest season at Gott’s Roadside with two festive favorites making the holidays extra merry: the Candy Cane Shake and Gott’s Cookie Counter at the Ferry Building Marketplace. The limited-time Candy Cane Shake is hand-spun with organic vanilla ice cream, milk, and crushed candy canes, then topped with a swirl of organic whipped cream — a nostalgic nod to the holidays in every sip and served at every location. At the Ferry Building, guests can stop by the dedicated Cookie Counter, where Gott’s is baking its signature chocolate chip cookies fresh on-site daily, warm from the oven with perfectly crispy edges and gooey centers.
The viral Winter Wonderland attraction at The Vault Garden is back for a sixth year to offer a fun and festive holiday experience with its iconic magical atmosphere, delicious bites, and signature holly jolly cocktail menu that wows guests! You’re invited to bask in the glow of an elevated wintery space, decked with glittering lights, memorable Christmas characters, and all the garland you can dream of. The weather-protected outdoor patio with brand new heaters also boasts comfy lounge seating, a full bar to enjoy your cocktail of cheer in a festive mug, and an expansive view of the iconic 555 California Christmas Tree. Winter Wonderland runs at The Vault Garden Friday, November 28th through Tuesday, December 30th, and the tree Lighting ceremony takes place on December 2nd.
On December 5, stop by the Ferry Building from 4:00 PM–8:00 PM to experience the after party for Let’s Glow SF – After Glow. Then, step into a decked-out marketplace to sip on warm drinks, decorate cookies and take in the holiday spirit.
☃️ Saluhall
Whether you’re hunting for the perfect gift, giving back, crafting a beautiful wreath, or enjoying a drag brunch, Saluhall has something to get you in the spirit! First, Santa is coming! Throughout November and early December, take a peek at what’s planned:
- Wreath Making Classes: Get crafty! Join us for a festive Wreath Making Class on Wednesday, November 19 from 5:30-7:30pm. Register with Well-Crafted here.
- Santa is Coming! Bring your camera for Selfies with Santa at the Atrium on December 6 & 7 and December 13 & 14 from 1:00 pm–5:00 pm.
- Toy Drive for SF Firefighters: Help us spread joy! Saluhall’s Toy Drive runs from November 11 through December 19.
- All Month Long Fun: Enjoy a holiday-themed Scavenger Hunt throughout IKEA.
🍷 Parche
This season, Parche brings the spirit of a Colombian Christmas to Oakland with festive brunches, soulful dishes, and community-centered gatherings. From December 4–7, Parche will host three days of special menus leading up to Día de las Velitas on Sunday, December 7 — an evening inspired by business partner Camilo’s abuela, created in collaboration with Mesón Cecilia. Guests will be invited to write their intentions as part of a live art installation, surrounded by candlelight, music, and the warmth of community. Starting on Black Friday, Parche will also be serving holiday and winter-themed cocktails filled with comfort and spice, perfect for warming up on a chilly evening.
🍽️ Canela
This holiday season, Canela is celebrating with two festive culinary traditions that bring warmth and Spanish-inspired flavors to the heart of the Castro. For Hanukkah, guests can enjoy a beautifully crafted menu available December 14 to December 21, featuring seasonal latkes, hearty soups with traditional or plant-based albondigas, Chicken or Artichoke Schnitzel, and a fragrant Olive Oil Cake with almond and rosewater. The celebration continues with Canela’s beloved Christmas Eve prix fixe menu on December 23 and 24, showcasing dishes like Creamy Leek Soup, Montadito de Setas con Jamon, and entrées ranging from Scallops to Grilled Lamb Chops to Impossible Albondigas, finished with choice of Canela dessert. Guests looking to host gatherings can also enjoy Canela’s inviting private dining spaces. The perfect venue for cozy holiday parties and intimate seasonal celebrations!
Public Market Emeryville is kicking off the holidays with a month of festive fun! From hands-on workshops to selfies with Santa and lively community events, there is something for everyone. On Thursday, December 4, join for a special holiday-themed Drag Bingo, hosted by Emeryville’s own sensational Ms Sweet Nothing. Then, on Saturday December 6 and the 13th, bring the family and your camera for Selfies with Santa and a whole market full of holiday cheer. More festive and seasonal surprises, look out for updates on Public Market’s events page.
CONGRATULATIONS | Poppy & Claro
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On October 16, Downtown San Jose officially welcomed Poppy & Claro, a refined, yet relaxed all-day restaurant and bar grounded in the spirit of Northern California’s ingredients, artisans, and sunlit ease.
Featuring stone-hearth oven dishes, a rotating selection of cocktails and non-alcoholic refreshers, and a curated coffee and pastry program, Poppy & Claro is perfect for sit-down breakfast and lunch meetings, mid-afternoon snacks, afterwork cocktails and bites, intimate date nights, or an early evening dinner. Join us in welcoming Poppy & Claro to downtown San Jose this October!
Stop into the new restaurant to try their breakfast or all day menus!
🎊 Now Open
👉 Check out their website and follow the restaurant on Instagram
SIP, SIP, HOORAY | Savor Oakland’s Cocktail Week
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Join us in celebrating the city’s vibrant cocktail culture with Savor Oakland and the Oakland Restaurant Collective! Over the 10 days, bars and restaurants across Oakland will showcase exclusive cocktails, creative collaborations, and spirit-forward experiences that reflect the bold flavors and diverse voices of Oakland.
You may recognize a few family names on the list of participants, including Parche, Jaji, Jo’s Modern Thai, and Mr. Espresso! Don’t miss out on exclusive offerings, pop-ups, speakeasy unveilings, extended happy hours and more, starting on November 13.
📅 Thursday, November 13 through Sunday, November 23
👉 Learn More HERE
ESPRESSO | Beyond the Espresso Martini
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Mr. Espresso is celebrating Oakland’s creativity with a month-long search for the next great coffee cocktail. Throughout November, top Bay Area bars and restaurants are crafting original, limited-time drinks that go beyond the classic espresso martini, each featuring Mr. Espresso’s signature oak-wood-roasted espresso. Guests are invited to explore the participating venues, taste their inventive creations, and then cast their vote during Oakland Cocktail Week (November 13–23).
Participating Bars & Restaurants: Café Colucci, Sobre Mesa, ACRE Kitchen + Bar, Lucy Blue, Parche, Jaji, & 51&Tel
The winning cocktail will be showcased at Oakland Cocktail Week and awarded a featured spot alongside Mr. Espresso at the 2026 James Beard Taste America event!
☕️ Follow along on Instagram at @mrespressooak for updates and vote for your favorites!
Swing By For Live Music | Jazz Nights at AC Hotel Palo Alto
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Settle in for a night filled with smooth rhythms, laid-back vibes, and the magic of live jazz in a cozy, stylish setting in the lounge at AC Hotel Palo Alto. Make a full evening of it by enjoying dinner at Wild Onion Bistro & Bar before the show, or sip on craft cocktails and snack on light bites in the lounge.
Sit back, relax, and let the music carry you away. Don’t miss out – entry is free!
🎷November 14 & 21 | 6:00 PM–9:00 PM
🎟️ RSVP HERE
Your Saturday Itinerary | Saluhall Makers Market
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Kick off your gift-giving season and treat yourself on Saturday, November 15th, as Saluhall at 945 Market hosts a fantastic, festive event! From 11:00 AM to 4:00 PM, the Makers Market at Saluhall invites you to browse unique, sustainable finds from over 30 unique Bay Area artisans while enjoying a live DJ and Saluhall’s food and drink offerings (free to attend!). It’s the biggest Makers Market to date at Saluhall – you don’t want to miss this.
After the pop-up, grab food and drink specials back at Saluhall to finish your perfect Saturday!
📅 Saturday, November 15
👉 Reserve Your Spot | Makers Market
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Palio, one of San Francisco’s most enduring and beloved Italian restaurants, is celebrating its 35th Anniversary with a week of special programming, celebratory menus, and heartfelt gestures of gratitude to guests. Since 1990, Palio has been a Financial District staple known for its warm hospitality, timeless Italian dishes, and signature Aperol Spritz on tap, the only one of its kind in the world. To honor 35 years of serving the Bay Area community, Palio will host a series of promotions and special events, including an anniversary menu, drink specials, and sweet thank-yous for longtime guests. Check out their giveaway opportunity on Instagram here.
- November 17: $3.50 Negronis, House Prosecco, or Aperol Spritz served all day
- November 17-19: Complimentary Mini Tiramisu slice for all diners
- November 20-22: $35 Anniversary Menu Weekend: Celebrate the flavors of Palio’s evolution with a three-course prix fixe menu including a salad, main, dessert, & option to add a $1 Martini (one per guest)
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Join us in welcoming the Timbri Hotel as a new partner! Located in San Francisco’s vibrant Mid-Market district just steps from Union Square, the Timbri Hotel, Curio Collection by Hilton, is a design-driven retreat that blends boutique sophistication with urban energy. Guests can dine at Rise Over Run, the hotel’s rooftop restaurant and bar offering panoramic skyline views and a menu inspired by the flavors of the Mediterranean or start the day at Spoke Coffee & Café, featuring locally roasted Equator Coffee, fresh pastries, and light bites. With pet-friendly rooms, curated local art, and modern amenities, the Timbri offers a stylish stay in the heart of the city.
We are also excited to begin working with ButtercuP Diner! With nearly 40 years of business under their belts, the family owned and operated ButtercuP Diner in the Bay Area is beloved for its all-day menu, crave-worthy pies, and friendly service. Four locations across the East Bay have established a broad regional presence, with a longstanding sense of community trust and nostalgia associated with the restaurants.
Please also welcome Dante’s Inferno, a multi-level dining and entertainment destination coming to Hayes Valley, San Francisco, set to open in Fall 2026! Inspired by first-generation American experiences and Southern roots, the concept celebrates bold flavors and elevated cuisine that bridges comfort and innovation. Guests can expect a dynamic menu reflecting a unique perspective shaped by the founder’s North Carolina upbringing and Jamaican heritage, paired with an immersive environment designed to engage all the senses. And folks are already talking about this exciting concept including Eater SF, who recently announced the destination coming soon!
RECENT MEDIA + INFLUENCER HITS
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- The San Francisco restaurant and dining scene is always shifting, and if you need some new recommendations, browse Liza B. Zimmerman’s recent Forbes piece! Within, she spotlights Carlotta’s, Julian Hotel, Early To Rise, Canela, Parche, Jaji, and more!
- Everyone is talking about (M)eat Carnival, and for good reason. If you want to learn more, check out recaps of a recent event here and here. If you’re like Kriselle and have been craving steaks, this event is the one for you. Thankfully, their next event is scheduled for February!
- Check out the new eateries at Public Market Emeryville. Emma Wong-Stephens has all the details in her latest post HERE!
- Wanting to step away from the pre-holiday craze for a peaceful escape in Northern California? Look no further than Evergreen Lodge Yosemite and Rush Creek Lodge. Moments of total zen are waiting for you!
- Speaking of escapes, Murrieta Hot Springs Resort is the ideal getaway, especially as the weather cools down. Be sure to watch the broadcast segment for more information on the property’s very interesting past!
- We got you covered with date night ideas. Opt for a game night at Plank in Oakland, take advantage of Trestle’s weekly rotating 4-course prix fixe meals, or discover a hidden gem in the FiDi neighborhood: Perbacco.
- Chotto Matte’s brunch on Saturdays and Sundays are not to be missed, especially with their stunning rooftop terrace!
- We, obviously, love food so this food-centric gift giving guide from Food & Wine is perfect for the holidays season and we trust anyone who recommends Shekoh Confections.
- It seems like restaurants are opening left and right in the Bay Area! On our radar is Palo Alto’s new hidden gem, Horsefeather, and the most recent addition to the Ferry Building, Arquet!
- Palo Alto is clearly on a roll with fantastic restaurants. One not to be missed is Meyhouse, known best for their modern tribute to Turkey. They also have a location in Sunnyvale, if that is closer to you!
- So you’ve heard that Gen Z is drinking less alcohol. What are they drinking instead? Tea! More specifically, they are attending tea parties held at restaurants across the Bay, including ROOH.
- Calistoga is on TimeOut’s list for best places to destress between the holidays and they recommend stopping into Roman Spa Hot Springs Resort to take advantage of the town’s geothermal waters. We couldn’t agree more!
- California has many quaint wine towns to choose from. According to AFAR, if you are headed to Healdsburg, don’t miss out on local favorites Idlewild and Martha Stoumen!
- Ryan Cole of Hi Neighbor Hospitality Group weighs in on best ways to snag a nearly-impossible dinner reservation. Excuse us, as we have to go join a notify list on Resy!
- Heading to wine country? Read more about Clementine’s debut in Yountville on the OpenTable blog, and be sure to snag a reservation.
To learn more, take a look at our official press release celebrating our 20th anniversary: af&co. Celebrates 20 Years