when jeans and tacos mix

(http://chicago.eater.com/uploads/Gap-Taco-Truck.jpg)

meet the gap taco truck!

::honk honk::

he is part of a new promotion by gap to promote their line of "1969" jeans. his exact whereabouts are known only via twitter (though they might name a general vicinity where they'll be), and the deal is that the tacos are two for 1.69, with a free bottled soda for every two tacos purchased.

because we're kind of taco fiends, we trekked over to the castro one day to try out these bad boys. we were a little worried that they would be so wildly popular that they'd sell out fire sale style, but it turned out that i was able to calmly wait in line with four people in front of me, available tacos galore. while you wait in line a girl hops out of the truck and hands out coupons for $20.00 off your next purchase of gap 1969 jeans. if you show a receipt for jeans purchased that day, your tacos are free!

now onto the good stuff. we bought one each of the four kinds of tacos available. these tacos were conceived by top chef alum ryan scott, so they're kinda fancy shmancy:

(http://s3-media4.px.yelpcdn.com/bphoto/drXTpLsP8vLPg0_hRbnsvg/l.jpg)

Left: raw yellow corn "ceviche:" dirty green rice, poblano aioli, guacamole, charred tomato salsa
Right: chorizo and crispy potato: goat cheese, watercress, charred lime salsa verde

(http://s3-media4.px.yelpcdn.com/bphoto/pKp4sl9l4Yd5CAUpsQMgXQ/l.jpg)

Left: california taco: pasilla braised chicken, frank's red hot sauce, pepper jack cheese, cool ranch doritos
Right: mole braised brisket: pumpkin seeds, red onion marmalade, queso fresco, mexican chocolate vinaigrette

my favorites were the corn ceviche and mole brisket, but in retrospect i think i liked the corn one because it tasted like a chipotle burrito. it was cute, they had lots of jeans rolled up in the front of the truck where you order; you knew they were real because they had price tags on them. a guy in front of me that kept on mumbling to his friend that this taco truck venture was "unsustainable as a business model," which it probably is, but i appreciate gap's attempt at goodwill and promotion through tacos. i'm not going to run out and buy their jeans, but hey, it got me mentioning "gap" in a few recent conversations where i wouldn't have normally, and in a positive light to boot.

Comments

CM said…
Whaaat! Two of my favorite things- taco trucks and 1969 jeans. I'm a fan of whoever in marketing came up with this idea.
September 9, 2011 at 9:55 AM
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