Someone Did Not Enjoy Their ‘Pico de Gap’ Experience

By Kiran Aditham 

Two weeks ago, Gap began rolling out their taco trucks featuring $1.69 eats and coupons in New York, Chicago, San Francisco and Los Angeles. The experiential effort is a component of the brand’s new “1969: LA and Beyond” global campaign that was launched at the beginning of the month, which is also the first one being led by Gap’s new CMO/former Ogilvy exec Seth Farbman (O&M, of course, took over as Gap’s global AOR in February). Anyhow, it looks like one particular person didn’t have the most pleasant experience dealing with the “Pico de Gap” truc. Here’s their feedback that was sent via our tips box (we left it mostly as is, as finessing this note would just downplay things). See if you’ve endured the same hardship:

“Pico De Gap? More like Pico De Crap. An epic shit show on the first day it premiered outside the KBS+P offices on Varick Street.  First of all the food was terrible.  Small disc shapes tortillas.  The guys on the small line in the truck were assembling them just fine.  That’s not the problem.  Or really the quality.  Once you got it.  The trouble was with the girl taking money and then the woman dishing out orders.  They might be good ad folding jeans at Gap but working a food line they sucked.  The tickets came off the register with no number or name.  Stacked up and handed to the other woman in no particular order.  Then everyone is standing around with no clue whats going on.  For a $1.69 for two with a Jarritos it was not worth it.

Almost 45 minutes later we received our food.  Why did it take so long?  Because some very very annoying girls from Attention came down immediately and ordered some like 80 tacos and slowed down the whole works.  Zero customer service. Poor [quality].  And where was the the jean tie-in?  I got no coupon or voucher or online code.  Piss poor wankfest of an affair.  And that damn truck has had the audacity to return.  Here is a hint.  Hire some people that know how to serve food.  Not a couple vapid retail [people].”