There are some things in Valencia that don’t need explaining, they’re simply understood. Rice isn’t burnt, it’s socarrat. Lemon only goes on paella when something’s wrong with it. And a clòtxina is most definitely not the same thing as a mussel. These small, fiercely held local truths are at the heart of Grupo Los Gómez’s new outdoor advertising campaign, which is set to fill Valencia’s streets with bold, proud messaging built around the city’s most iconic recipes. It’s a celebration of Valencian food culture as the locals themselves understand it, unapologetic, specific, and rooted in generations of tradition.

A Deeper Connection to the Land

The campaign isn’t just about clever slogans. A year ago, the group strengthened its ties to the region in a very tangible way, by acquiring 35 hanegadas (a traditional Valencian land measurement) of farmland in La Pobla de Farnals. That land is now feeding the group’s restaurants directly, with seasonal off menu specials built entirely around what comes out of the huerta.

These exclusive seasonal dishes are now available at both Puerta del Mar and Los Gómez locations (Correos, San Vicente, and Pobla de Farnals). Among this season’s standout creations are charcoal roasted eggplant with Greek yoghurt cream and shavings of cured tuna mojama, and the group’s own take on Arnadí, a traditional pumpkin and caramel dessert here paired with merengada ice cream and a sunflower seed tile.

The Story Behind the Brand

Grupo Los Gómez’s roots trace back to 1989, when parents Amparo and Paco opened a small bar on the beach in La Pobla de Farnals. In 1997, their sons Marcos and José opened Puerta del Mar nearby, and in 2009 brought the concept into the heart of Valencia, while keeping the original beachfront restaurant running. The group has grown steadily ever since, expanding to include Los Gómez Taberna, Gran Mercat, and La Picaeta, along with the Yurest hospitality management line, and in 2024 the group made its first move into Madrid.

In 2025, the group undertook a complete renovation of its flagship Puerta del Mar location on Carrer de Tránsits, reimagining the space with a Mediterranean inspired design nodding to the sea and to the Albufera de València. The result is an elegant, welcoming space defined by natural materials, a glass enclosed wine cellar, an open pantry of fresh produce in wicker baskets, and a striking sea urchin lamp at the entrance, a subtle reminder of how close diners are to the coast, both physically and on the plate.

The restaurant’s motto, “Orgullosamente hosteleros desde 1989” (“Proudly hoteliers since 1989”), captures the family’s approach, honouring the cooking style their parents pioneered on the coast while continuing to evolve. Today the menu leans heavily on rice dishes, fresh fish, and ingredients sourced with proximity and seasonality in mind.

More Than Just Paella

While rice dishes remain central to the group’s identity, Los Gómez restaurants are also known for their hearty Valencian almuerzos (mid morning meals). Puerta del Mar alone reportedly serves up to 300 in a single morning. The group has also recently introduced a new cocktail menu at Puerta del Mar, featuring Valencian inspired creations like the Expresso Cremaet, a local twist on the classic Espresso Martini finished with a hint of cinnamon instead of vanilla.

This blend of tradition and reinvention, proud, hyperlocal flavours served in a refreshed, modern setting, is exactly what the new outdoor campaign is built to communicate, that Valencian food culture isn’t something you can fake, it’s something you grow up knowing.

Report by Faith Callaway

Article copyright ‘24/7 Valencia’

Puerta del Mar
Carrer de Tránsits, 4, 46002 Valencia
+34 963 940 008
Daily, 12.00 to 00.00
https://www.google.com/url?q=http://restaurantepuertadelmar.com&source=gmail&ust=1782204871443000&sa=E

Los Gómez (additional locations, Correos, San Vicente, Pobla de Farnals)
https://www.google.com/url?q=http://grupogomez.es&source=gmail&ust=1782204871443000&sa=E