On truck: Gap puts new denim line on the menu

Los Angeles – Fashion retailer Gap is using four food trucks to promote its 1969 denim line.

The Pico de Gap trucks will be stationed in Los Angeles, New York, San Francisco and Chicago until 30 September. For $1.69, customers will be offered two tacos and a drink, and will receive a $20 voucher towards Gap’s 1969 denim line.

Four top chefs will contribute to the menus, including Marcel Vigneron of The Bazaar and Ryan Scott of 3-Sum Eats. Scott’s tacos for the San Francisco truck include chorizo and crispy potato and mole-braised brisket.

In our recent Food Futures report we explored how gourmet food trucks have become more popular, especially in the US. Gap has tapped into this trend, and combined it with a retail experience.