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Originating from Mexico, tacos are a popular and enjoyable dish, consisting of a tortilla and a variety of fillings served like a sandwich. However, due to the potential risk of harboring and transmitting viruses, taco shops are among the first to be shut down.
Guerrilla Tacos was no exception; the restaurant considered closing down because it couldn't afford to pay its staff on slow days. Their only concern then was: What to do with the remaining ingredients?
Guerrilla Tacos during the quiet days of the pandemic.
Initially, the team decided to divide the ingredients into small, homemade-style portions, including tortillas, grilled chicken, onions, cilantro, rice, beans, and more—enough for customers to make their own tacos at home (or prepare other dishes as they wished). But then, a new idea struck Valles's mother—the shop owner—called her and complained about constantly having to go out to buy essential supplies during the pandemic.
"Why don't I offer those products?" Valles thought. And so, the Emergency Taco Kit was born, packed with four rolls of toilet paper and 30 eggs alongside tacos containing up to 4.5 kg of beef and chicken.
A kit costs $150, which includes a 4% health insurance premium for delivery workers, in case they contract the virus while on the job.
An Emergency Taco Kit for $150 includes: 4 rolls of toilet paper, 5 pounds of grilled chicken, 5 pounds of Carne Asada grilled beef, 1 pint of red salsa, 1 pint of green salsa, tortillas, garlic, cilantro, rice, beans, and 30 eggs.
The campaign was met with overwhelming enthusiasm. Many even called Guerrilla Tacos a "mini-supermarket" on Twitter. Just four hours after launching, Guerrilla Tacos sold its first batch. By the afternoon, that number had reached 74 and continued to grow, with overwhelmingly positive feedback from customers.
The slogan for the sales campaign (roughly translated): "Emergency Taco Kit - the survival tool for Los Angeles residents during crazy and unstable times."
The Emergency Taco Kit not only saved Guerrilla Tacos from closure, but it was also a smart move with a positive social impact. The number of products sold was directly proportional to the income of the staff and delivery drivers. People's fears of food shortages were also partially alleviated.
Guerrilla Tacos have quickly become famous. Recently, a Hollywood bar called Employees Only launched a cocktail-making kit, and Four Cafe in Eagle Rock added toilet paper to each bill as part of the campaign. With its current growth potential, it's likely that in the near future, the "Emergency Kits" business strategy will not only inspire investors but will be widely adopted in most product categories.
