Thomas Keller Partners With BMW
We've seen plenty of luxury car makers hook up with hotels to provide fleets for guests but the partnership between famous chef Thomas Keller and BMW is a bit of a surprise. Bloomberg reports that BMW will offer the use of an ActiveHybrid 7 sedan for select customers at the French Laundry as part of the restaurant's concierge service. The idea behind the collaboration is that Keller's restaurants including Per Se in New York City and the French Laundry in Yountville, California are a luxury experience as is the new BMW which has a suggested retail price of over $100,000. It's not a totally disingenuous partnership, Keller does happen to be a long-time fan of the brand and is the driver of a 5-Series wagon.