Taking a page from Armani who works with Nobu or any number of other celebrity clothing designer & celebrity chef collaborations, The Gap launched Pico de Gap taco truck with Marcel Vigneron – Top Chef contestant and star of Syfy channel’s Marcel’s Quantum Kitchen ¬ to publicize the new “1969” apparel collection. Eventually four trucks will be plying the streets of New York, LA, Chicago, and San Francisco with tacos and coupons for Gap clothing.
Why tacos? Why not? They are cheap. Most people like them – and if you are giving away free food, then why not give away food that won’t be too costly. Hey, aren’t tacos dressed up with all sorts of condiments and sauces – just like jeans with accessories – but the basic taco is only meat (or fish) in a tortilla – get it?
Here is the menu courtesy of the LA Times:
The menu consists of four types of tacos: braised lamb neck with chile negro (dried dark chile) and guajillo (moderately hot reddish-brown chile); carnitas with chipotle (smoked jalapeno); shrimp with pimenton de la vera (Spanish smoked paprika); and spicy tofu….Topping the tacos are: a fresh mango salsa, salsa verde, queso fresco, avocado, lime and radish that’s been pickled in dashi and mirin. Vigneron encourages eating all six condiments on each taco.
That sounds like some tasty tacos! The Chicago truck is headed by Rick Gresh, who is the chef at David Burke’s Primehouse at The James. In San Francisco the chef is Ryan Scott, a Bravo’s Top Chef. Finally, in New York, the “chef” is Katie Lee, Billy Joel‘s ex and a marketing phenomenon in her own right.