Luz Chavez, co-manager at Cultura in Pilsen, which hosted free and affordable events highlighting Latino culture from 2013 up until last month when her rent was increased 48 percent, says the way Bow Truss entered the neighborhood may have made it a target.
"They came in saying Pilsen doesn't have any coffee shops, which it does," she says. Of course, Pilsen also had other deep-dish locations when Gino's looked to move in — just none serving cactus. Chavez calls the way Gino's entered the neighborhood "a different approach."
For starters, Himmel and Saldana recruited Pilsen resident Maria Gonzalez, 23, to manage the restaurant when it launched in April. The restaurant's decor was made to match many of the colorful murals that make Pilsen what it is, and bottles of tequila and mescal line the bar.