The star’s ‘I Love You’ food truck will expand into a restaurant on Skid Row in L.A.
Two years ago, the actor, singer and philanthropist launched his I Love You food truck initiative, feeding those that can’t afford to pay to eat for free. Now, the star plans to turn the idea into a restaurant, Variety reports. Details are yet to be announced but we’re excited to see this concept turn into something more permanent.
The trucks serve healthy vegan food and are stationed in key areas in New York and L.A. Patrons of all backgrounds are welcome with those that can afford it paying a premium to allow those in need to eat for free. Celebrities like ASAP Rocky have shown up to support and even help out behind the counter in support of this moving project. Smith has referred to it as a ‘pay-it-forward’ model.
This isn’t his only philanthropic venture, however. Last year, Smith has also started a water filtration project called The Water Box which has rolled out in Flint, Michigan—an area severely affected by water shortages. He has also been involved in a number of value-driven collaborations like his vegan sneaker Vision Racer created with New Balance last year.
This exciting approach to marketing has the power to create positive transformations according to shoe giant’s marketing executives.
Featured Image: I Love You via Instagram