The Pico de “Gap” Truck — Retail Giant Jumps On Food Truck Bandwagon

Count retail clothing store “Gap” in the bin for the latest corporate giant to make use of the bubbling food truck trend. In celebration of its upcoming 1969 Fall denim collection, Gap set up the streets of San Francisco with a custom vintage gourmet taco truck, the pseudo-clever Pico de Gap. The menu is curated by Top Chef alum Ryan Scott.

While the truck is fully functional, it’s obvious the marketing implications behind the initiative. According to Popsugar, the truck will park beside local Gap stores as part of a citywide culinary adventure, making appearances at special events, street festivals, and the like — through September 30th.

A similarly branded truck will be travelling through LA (with chef Marcel Vigneron), Chicago (chef Rick Gresh) and NYC (chef Katie Lee). The trucks can be followed on Twitter via @picodegapSF, @PicodeGapLA, @PicodeGapChi and @PicodeGapNY.

Here’s the San Francsico truck’s menu, as lifted from Popsugar:

• Chorizo and crispy potato taco with goat cheese, watercress, and charred lime salsa verde
• Mole-braised brisket taco with pumpkin seeds, red onion marmalade, queso fresco, and Mexican chocolate vinaigrette
• Raw yellow corn “ceviche” taco with dirty green rice, poblano aioli, guacamole, and charred tomato salsa
• California taco with pasilla-braised chicken, Frank’s Red Hot Sauce, pepper jack cheese, and Cool Ranch Doritos