Having a presence at the Taste of Chicago has financially benefited several Black restaurants as their sales continue to increase. “The exposure we get from the Taste translates into higher sales immediately after the Taste ends,” said John Cl
“I would recommend the Taste to any Black restaurant looking to improve business.” According to the Mayor’s Office of Special Events, which sponsors the annual event, Reggio’s Pizza grossed $146,489.50 in ticket sales at the Taste in 2007, a 133 percent increase from 2006 when it did just $62,626. “It didn’t hurt that we introduced our new turkey sausage pizza at the Taste last year. Blacks love turkey sausage, so we plan to offer it again this year,” Clark said.
“But location is still the driving force behind retail. In 2006, we were located away from the entrance, but last year our booth was moved closer to Buckingham Fountain, which is by the entrance. We will be at that same location this year, so I expect to surpass last year’s sales.” Cindy Gatiziolis, public information officer for the Mayor’s Office of Special Events, said it sent out 5,000 applications in November to potential vendors but only 86 applied for the 65 spots available.
Charles Robinson, president and CEO of Robinson’s Ribs, which grossed $319,556.50 in 2007 and $313,272.50 in 2006, were the highest grossing minority vendor at the Taste for the last two years. He said the application fee of $4,000 may be one reason for so few applicants this year. “Last year the fee was $2,000, but this year it jumped to $4,000.
That’s a lot of money for a small business to come up with on top of the other expenses associated with participating at the Taste,” Robinson said. “A vendor could easily spend $90,000 to participate in the Taste when you factor in employee salaries, equipment, food, etc.” Gatiziolis said the application and participation fees did increase this year but was done to help pay for entertainment.
R&B legends Chaka Khan and Stevie Wonder are among the performers this year. “In 2007, vendors had to send in $1,000 with their application and, if selected, would pay an additional $1,500,” she said. “This year they paid $2,000 upfront and another $2,000 once selected, but that’s to cover rising costs.” Despite rising costs, Robinson said his restaurant would continue to participate at the Taste because it is good for business.
“We have been at the Taste since 1984 and plan to be there every year,” he added. And rounding out the top five Black restaurants with the highest 2007 Taste sales were Helen’s Kitchen, 1732 E. 79th St., $311,913.50; Oak Street Beach Caf%uFFFD5700 S. Cicero Ave., $208,210; Harold’s Chicken #71, 2103 S. Wabash Ave., $180,145.50; and B.J.’s Market & Bakery, 8734 S. Stony Island Ave., $161,500. In 1980, a group of restaurateurs approached then Mayor Jane Byrne with the idea of a food festival on July 4, and Taste of Chicago was born. The 28th Annual Taste of Chicago at Grant Park runs from June 27 to July 6, and the fireworks show will begin around 9 p.m. July 3. For more information, call the Mayor’s Office of Special Events at (312)744-3315.
Wendell Hutson can be reached via email at whutson@chicagodefender.com.
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