Introduction to Local Style Potato Chips
Italian beef, Chicago-style hot dogs and deep-dish pizza are so omnipresent in Chicago’s cultural discourse, innumerably copied at restaurants here and beyond, it’s a wonder the city’s most iconic foods have yet to really invade the snack food aisle.
The Birth of a New Brand
That changed Tuesday, when Local Style Potato Chips — sporting bang-on flavor replicas of deep-dish pizza, Chicago-style hot dogs and Italian beef sandwiches — hit shelves at 15 local markets and delis. The crew behind this self-funded, woman-owned kettle chip brand aims to get into all 77 Chicago neighborhoods, on a quest to become the Garrett Popcorn of chips, per founder Laura Gardner.
“Chicago is such a globally recognized city for food, but it’s also having a moment right now,” said Gardner, an Evanston resident who is a 20-year veteran of the consumer packaged goods industry.
The Inspiration Behind Local Style
Like so many startups, Local Style sprang from an unanticipated career shake-up, when Gardner lost her job as senior vice president and head of marketing and merchandising at Foxtrot. She was one of hundreds statewide abruptly laid off last April by the beleaguered upscale grocery chain, but the idea has been brewing quietly for years, she said.
Creating the Perfect Flavors
Gardner cold-called manufacturers and expert spice blenders to create Chicago-flavored potato chips.
Each flavor (except for Classic Salted) underwent roughly a dozen iterations. The hot dog flavor is mustardy and oniony, with gentle umami notes and relishy sweetness. Italian beef is deeply savory and spicy, with a vinegar kick and slow-burning heat. The pizza variety balances salty cheese and juicy, sweet, oven-cooked tomato flavors with a woodsy hint of oregano.
Each Chicago-flavored chip, such as the deep-dish pizza variety from Local Style, went through roughly a dozen iterations.
Launch and Availability
Alas, she had no time to bask as boxes filled up the garage at the Gardners’ Evanston home. She hit the pavement, offering samples of the chips everywhere from convenience stores and delis to local grocers, bakeries and a five-star hotel.
Snack-size bags, averaging $3.25 apiece, are stocked at such spots as Beatrix Market, J.P. Graziano Grocery, D’Amato’s, the Vienna Beef Factory Store, Go Grocer, North Buena Deli & Wine, The Goddess & Grocer and even the bar at the Four Seasons.
Conclusion
She knows she’s moved uncommonly fast for a new product launch. Most big brand rollouts take at least two years. But Gardner also knew it would only be a matter of time before someone else had this idea, and she hasn’t so much as caught her breath since that chip tasting last July.
The next flavor, Hot Giardiniera, will arrive in the next couple of weeks. For now, Gardner keeps breathlessly sampling and knocking on local businesses’ doors. This summer, Local Style will appear at street festivals, including Do Division and West Fest.
“I feel grateful and proud, and also it’s scary,” she said. “Everything has been behind a curtain, and there’s some security in that. As soon as we open the doors, it moves from being ours to belonging to the city. Hopefully, everyone’s going to love them.”
Seven neighborhoods down, 70 to go.
FAQs
Q: What inspired Laura Gardner to create Local Style Potato Chips?
A: Gardner was inspired by the iconic foods of Chicago, such as deep-dish pizza, Chicago-style hot dogs, and Italian beef sandwiches, and wanted to bring those flavors to the snack food aisle.
Q: How many flavors does Local Style offer?
A: Currently, Local Style offers four flavors: Classic Salted, Deep-Dish Pizza, Chicago-Style Hot Dog, and Italian Beef.
Q: Where can I buy Local Style Potato Chips?
A: Local Style Potato Chips are available at various local markets and delis in Chicago, including Beatrix Market, J.P. Graziano Grocery, and the Vienna Beef Factory Store.
Q: How much do Local Style Potato Chips cost?
A: Snack-size bags of Local Style Potato Chips average $3.25 apiece.
Q: What’s next for Local Style?
A: The next flavor, Hot Giardiniera, will arrive in the next couple of weeks, and Local Style will appear at street festivals, including Do Division and West Fest, this summer.
