A restaurant revival is beginning in the South Side of Chicago. Joining and chronicling the movement are documentary filmmaker Rodney Lucas in collaboration with Chance the Rapper (both are South Side natives) and The Martin Agency for client DoorDash.
Like so many eateries, Chicago’s Krazy Hog BBQ, was forced to shutter under the weight of COVID-19 constraints. According to USA Today, 72,800 restaurants have permanently closed because of revenue loss and job instability associated with the pandemic. None have been hit harder than Black-owned businesses, which are shutting down twice as fast.
From statistic to success story, DoorDash is putting family-owned Krazy Hog back in business as part of its new “Reopen for Delivery” program meant to protect restaurants integral to the fabric of local communities and cultures. The program includes such initiatives as:
- Rebuilding operations through opening delivery-only spaces
- Providing last-mile logistics support to help merchants quickly adopt a delivery-only model
- Investing in additional operations and marketing support throughout the reopening process to grow the business and reach new customers without traditional overhead costs
The Martin Agency and director Lucas via Even/Odd Films have teamed on this documentary, which is titled Southside Magnolia and chronicles the resilience of Chicago’s food scene, centered on Krazy Hog’s owners and legacy. Part of a marketing campaign, the docu-short is a celebration of Black excellence and entrepreneurship captured over four days of filming.
