• January 26, 2010

NYC & Company, the city's marketing arm, will promote NYC Restaurant Week (Jan. 25 to Feb. 7) with a little red truck. Trucks serving coffee, waffles, and ice cream have become a micro-trend in New York (arguably started by the Mud Truck, which now has at least one brick and mortar café).

The Restaurant Week truck will be serving soup, though. Bearing the NYC Restaurant Week logo, Web address and the "Get Lunch on the Go" message, it will be parked during lunch at: Broadway and 50th Street between Jan. 25 and 29; 5th Avenue and 18th Street on Feb. 1 and 3; and Greenwich Street between Warren and Murray on Feb. 4 and 5.

The truck will serve soups from places like Delmonico's, Chez Josephine, the "21" Club and Le Cirque for $6. One dollar from each sale will be donated to The Haiti Relief Fund at the Mayor's Fund to Advance New York City.

Print ads in publications like New York Magazine, TimeOutNY, New York Observer, Metro, Village Voice, and the New York Post support. There will also be a full-page spread in the New York Times; online on the Gothamist, Menupages, Citysearch, New York Magazine and others, plus out of home.--Karl Greenberg