Struck by the Pandemic, These 2 Restaurant Brands Joined Forces to Fight Back

Desperate times call for creative thinking

Barbecue restaurant Mighty Quinn's (background) used its spare kitchen capacity to fill takeout orders for the struggling Otto's. Will Engelmann/Mighty Quinn's

For the past seven years, New Yorkers with a yen for So-Cal taqueria fare have flocked to Otto’s Tacos, whose first location in the East Village turned heads with its coarse-ground tortillas, masa fries and spicy fillings. When the food blog Eater reviewed the place in 2013, it applauded the fare, but noted ominously: “The rent is undoubtedly stratospheric, and here’s hoping the new place … can make a go of it.”

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.