Photo: Toby Canham / Getty Images
Endorsements are usually left for top-tier athletes and movie stars, but now chefs are in the mix too, endorsing things like stock pots, muffin tins and...automobiles? Yup. Thomas Keller, chef-owner of the revered French Laundry restaurant
in Napa Valley, has signed on with BMW to enlist a fleet of the company's new ActiveHybrid 7 car (priced at $102,300), for the restaurant's new concierge service, reports Bloomberg
The partnership is also being honored with a BMW-inspired menu at the restaurant, featuring a Four Story Farm apple-fed pork loin with bratwurst, braised red cabbage, apple dumplings and grain mustard sauce. It's German, get it?
While the restaurant-automobile deal is new, it isn't entirely out of left field -- the French Laundry and BMW share a similar (well-to-do) clientele. "Our guests at the French Laundry are people who have BMWs or are looking at BMWs," says Keller, as reported by Bloomberg
, while BMW is vying for the top spot against Lexus, which "remained the sales leader through August," above BMW and Mercedes, Bloomberg
Plus, Keller does have a couple in his garage -- a 5-Series wagon for daily use, and a 1978 BMW 320i, the first car he ever owned, which he lovingly restored four years ago.