This Food Truck Is Also an Eye Test, Only Serving Food You Can Read Off the Menu
By Lauren Stacy • May 5, 2017
In a seemingly natural transition, Nikon has entered the business of making eye glass lenses. To promote its product and encourage consumers to actually take an eye exam, the brand has partnered with the Paris agency Altmann+Pacreau to create the “Vision Food Truck.” The truck features a menu that is structured like an eye exam where you can order only what you’re able to see. Instead of proposing fully formed meals though, the menu is ridiculously basic—beginning with bread, lettuce and pickles–and the ingredients people actually care about in a burger get progressively smaller font sizes. After ordering–and presumably being frustrated with their inability to order their ideal burger–customers are directed to a portion of the pop-up to take an actual machine-driven eye test where Nikon can show off its lenses.