Nikon Lenswear collaborated with Paris creative agency Altmann+Pacreau to create the first food truck whose menu is also an eye test, meaning customers can only order the menu items they can actually see, Adweek reported.
Already breaking from traditional food trucks, the menu as depicted in the promotional video is quite minimal, with bread, lettuce, and pickles kicking off the list of offerings. Tastier options are written in smaller font, with cheddar being sixth on the menu. The eighth and smallest menu item is beef.
In the video, those who are unable to read the “meat” off the menu are prompted to take an eye test in a neighboring truck.