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The GAP

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The City of Chicago Shows Hypocrisy in its Food Truck Permitting

This just in, Chicago is now allowing food truck owners to cook on board their kitchens on wheels. This step promptly removes the Windy City from the list of the top 50 most populous cities in the country that prohibit these mobile bistros from providing their customers with fresh made to order meals (if you weren’t aware Chicago was the only city on this list).

Time out, time out, scratch that thought.

Unfortunately, we were mistaken by news that Chicago had allowed the corporate retail giant The Gap to cook on board their food truck while promoting their new jean brand. Pico de Gap is visiting the city on a nationwide promotional tour to expand awareness of their new 1969 Fall Denim Collection, by selling inexpensive tacos from a truck. The truck, with its kitchen headed by Rick Gresh, Executive Chef of David Burke’s Primehouse, is in town through Sept. 5.

We at Mobile Cuisine Magazine find it odd that the city would issue a special events permit to allow a truck from outside the area come in and do exactly what Chicago food truck owners have been pleading to do for over the last year.

In the meantime, the Chicago food truck ordinance, which was created by Gastro Wagon owner Matt Moroni, sits in committee waiting for the aldermen to come back from their well-deserved summer vacation (please do your best to hold back the laughter) so that they can vote on it.

We feel confident that the ordinance will pass, however it still has a strong opposition lead by a group of Chicago restaurateurs who feel that mobile food trucks present competition that could end up shuttering such establishments such as Keefer’s.

Glenn Keefer’s goal is to block City Hall from creating an “unlevel playing field” for their brick-and-mortar businesses. The other hurdle the ordinance faces is that the committee that will cast their votes for or against the ordinance is chaired by Chicago restaurant Ann Sather owner Tom Tunney even though accusations of conflict of interest are still being leveled against the alderman.

As a group whom has organized Chicago food truck events all summer (Food Truck Tuesdays in Lincoln Park and Chicago Food Trucks in Grant Park), we certainly have a stake in the issue. We feel that by continuing their lack of foresight to quickly pass the food truck ordinance the city council continues to show that “Chicago Politics” is not a thing of the past.

All it takes is a large corporate interest such as The Gap to want to use our streets to market their new products by cooking on a truck and a permit is issued promptly. Should a local small business owner without a huge lobby such as National Restaurant Association knocking on their doors, they allow an ordinance to sit in limbo, until there is enough public outrage that may just cause them to lose their next election.

 

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Credit: StarTraksPhoto.com

To celebrate the fall 1969 denim collection, Gap launched the Pico de Gaptruck in Los Angeles this week—yes, it’s a Gap truck that serves tacos! Actually, it’s, like, tacos-plus. The food truck menu was created by Marcel Vigneron, star of Marcel’s Quantum Kitchen (SyFy Network) and Top Chefalum. This week, Pico de Gap was parked outside the Gap 1969 store on Robertson and attracted hungry celebs including Sarah Silverman (above),Dave Annable (Brothers & Sisters) and wife Odette Yustman Annable(House), Nikki Reed (Twilight), Jamie Chung (Hangover 2), and Jason Blair(The Hard Times of RJ Berger). The truck also hit up the set of 90210 and E!‘sChelsea Lately.

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San Francisco clothing brand Gap launches food truck fleet for its 1969: L.A. and Beyond campaign.

SAN FRANCISCO, CA – Food trucks – they’re so hot right now. Nothing gets a person’s attention quicker than the promise of a tasty treat, and since food trucks are usually on the scene at big events and premieres anyway, they’re usually pretty game for promoting those big events while they’re at it. Now, San Francisco-based clothing brand Gap is hitching their wagon to the food truck post by using them as part of a new global marketing campaign to promote both the brand’s 1969 line of premium jeans and the opening of its creative design office in Los Angeles.

“This is the center of creativity,” Gap’s new global chief marketing officer Seth Farbman told the L.A. Times when explaining the brand’s move into its new Los Angeles digs on West Pico Blvd. “What’s interesting is that Gap has embraced it and is committed to getting at the heart of denim. And I think that may be the antithesis of what people think of our brand.”

According to the L.A. Times, Gap is putting that newfound grittiness on display by taking their campaign to the streets – and what better way to do it than with food trucks? Starting next week, Gap plans to launch a fleet of food trucks throughout Los Angeles, New York City, Chicago, and the brand’s hometown San Francisco. Over a period of two months, the trucks (labeled Pico de Gap – pretty clever, guys!) will sell street tacos for $1.69 with Gap coupons tucked into the wrappers. Just bought a pair of Gap 1969 jeans that day and have the receipt to prove it? Congratulations – you just earned yourself a free taco.

Find entire article <here>

 

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