Originating from Mexico, Taco is an interesting dish loved by many people, consisting of a tortilla shell and mixed fillings eaten like a sandwich. However, due to the potential risk of "harboring" the virus, as well as its ability to spread the virus, Taco shops are currently among the first to be "killed".
Guerrilla Tacos was no exception, the restaurant was considering closing down due to not being able to pay its staff during the slow days. The only concern was: What to do with the remaining ingredients?
Guerrilla Tacos in the quiet days of the pandemic
Initially, the team decided to divide them into small, “homemade” portions, including tortillas, grilled chicken, onions, cilantro, rice, beans..., enough ingredients for customers to make their own tacos at home (or prepare other dishes of their choice). But then, a new idea popped up when Valles’s mother, the store owner, called her and complained about constantly having to go out to buy essentials during the pandemic.
“Why not offer those products?” Valles thought. And so, the Emergency Taco Kit was born, which comes with four rolls of toilet paper and 30 eggs alongside tacos with 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.
A $150 Emergency Taco Kit includes: 4 rolls of toilet paper, 5 pounds of grilled chicken, 5 pounds of Carne Asada beef, 1 pint of red salsa, 1 pint of green salsa, tortillas, garlic, cilantro, rice, beans, and 30 eggs.
The campaign was met with great enthusiasm. Many even called Guerrilla Tacos a “mini supermarket” on Twitter. After only 4 hours of opening, Guerrilla Tacos sold its first set of products. By the afternoon of the same day, the number had reached 74 and continued to increase with extremely positive feedback from customers.
The sales program's slogan (rough translation): "Emergency Taco Kit - a survival kit for Los Angeles people in crazy and uncertain times"
Not only did the Emergency Taco Kit save Guerrilla Tacos from closing, it was also a smart move and had a positive impact on society. The number of products sold increased proportionally to the income level of employees and delivery drivers. People's fears of food scarcity were also partly resolved.
Now, Guerrilla Tacos have quickly become popular. Recently, a bar in Hollywood called Employees Only also launched a DIY cocktail kit, and Four Cafe restaurant in Eagle Rock also added toilet paper to every bill as a way to respond to the campaign. With the current development potential, perhaps in the near future, not only Taco, but the business strategy "Emergency Kits" will become a source of inspiration for investors and be widely applied to most products.
