Social Justice on the Menu: A Critical Analysis of a Local Restaurant's Branding Strategies and the Paradox of Privilege in Gentrification

Abstract

This critical ethnography builds on the body of research at the intersection of communication studies, branding, and gentrification. The researcher examined a local restaurant's community and social justice-oriented branding in gentrified neighborhoods. Observation logs, newspaper coverage, and Google reviews were analyzed to understand the communication strategies used to create a distinct brand that centers the public sphere and community building at its core. The researcher conceptualizes the commercialized public sphere model as a conscious branding communication strategy that can be replicated in other restaurants or new forms of establishments. By intentionally creating a sense of community focused on fostering diversity and preserving the culture of the gentrified neighborhoods, the restaurant becomes a space where the old meets the new and they both belong. The findings reveal that conscious branding in gentrified neighborhoods is perceived positively by the media and the costumers and may have the potential to forge a space for marginalized communities to thrive.