BMW ActiveHybrid 7 concierge car for “The French Laundry” restaurant

7-series | September 10th, 2010 by 4
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Cooking, food and BMW? Not much in common one would say, but when passion for the brand breaks any boundaries, the unexpected occurs. Chef Thomas …

Cooking, food and BMW? Not much in common one would say, but when passion for the brand breaks any boundaries, the unexpected occurs. Chef Thomas Keller of the highly acclaimed The French Laundry Restaurant has been an avid fan of BMWs for more than 32 years, starting with a BMW 320i.

In a press release issued today on the occasion of BMW Golf Championship, Chef Keller announces the creation of a concierge service for his customers who will be shuttled around in the new BMW ActiveHybrid 7.

Press Release:

Chef Thomas Keller today announced a new partnership with BMW of North America, which will enhance the overall guest experience at Keller’s acclaimed restaurant, The French Laundry, through the creation of a concierge service featuring the BMW ActiveHybrid 7.  The collaboration dovetails perfectly with both partners’ long-time commitment to establishing new and creative ways to elevate the premium experience.

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The partnership announcement was made from the BMW Championship at Cog Hill Golf & Country Club in Lemont, IL.  Chef Keller, a guest at the tournament, played yesterday in the BMW Championship Pro-Am Tournament, which pairs 70 of the world’s top professional golfers with amateurs.

To mark the collaboration, Keller crafted a seasonal, BMW-inspired recipe that will be featured on The French Laundry dinner menu this evening in celebration of the partnership. The dish is Four Story Hill Farm Apple Fed Pork Loin with Bratwurst, Braised Red Cabbage, Apple Dumplings and Grain Mustard Sauce. Keller and his staff were inspired by BMW’s Bavarian roots and wanted to create a delicious dish reminiscent of the foods from this area.

“As a BMW owner for more than 32 years, I’ve always appreciated the brand’s attention to precision and detail because my very first vehicle was a BMW 320i,” said Keller.  “At The French Laundry, we’re always seeking out ways to heighten our guests’ experience, and so I am delighted to be able to work with BMW to establish a concierge car for the restaurant, for those guests that wish to add a new element to their dining experience with us.”

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The BMW ActiveHybrid 7 is the world’s fastest hybrid and brings together luxury, speed and fuel efficiency.  The new BMW concierge service at The French Laundry will be offered to restaurant guests on a limited basis as available.

“The number one hobby and interest of BMW customers is fine dining, which makes a partnership with Thomas Keller and The French Laundry a natural fit,” said Tom Kowaleski, Vice President Corporate Communications, BMW of North America. “We look forward to working together with Thomas and his company to identify and develop future opportunities to expand this partnership.”

About The French Laundry

The French Laundry opened in 1994 and is housed in a rustic two-story stone cottage dating back to the late 1800’s. The restaurant offers a 64-seat dining room, a semi-private dining room, a salon, outdoor garden and wine cellar.

Showcasing American cuisine with distinct French nuances, the restaurant offers two prix fixe tasting menus which change daily; a nine-course Chef’s Tasting Menu and a nine-course Tasting of Seasonal Vegetables.  Each menu reflects Keller’s distinct approach, combining the finest, seasonal ingredients with modern culinary techniques to create dynamic flavor combinations.  Extending beyond the plate, the restaurant exemplifies an intense focus on impeccable service to create an overall exceptional experience for guests.


The restaurant has received numerous top honors and accolades, including a five star rating by the prestigious Mobil/Forbes Travel Guide, annually since 1999; “Outstanding Restaurant Award” by the James Beard Foundation in 2006; and a three star rating from The Michelin Guide San Francisco 2009 for the third consecutive year. His New York City-based Per Se has received the same honor, making Thomas Keller the only American-born chef to have two three-starred Michelin restaurants.

For more information about The French Laundry, please visit

4 responses to “BMW ActiveHybrid 7 concierge car for “The French Laundry” restaurant”

  1. Keller is a bit of a rare breed. He’s not only extremely successful, but he’s managed to somehow still remain one of (if not the) most respected chefs in the industry.

    That may not mean much to most of you, but in an industry primarily populated by a bunch of cynical, resentful people, that’s quite an accomplishment. Most commercially successful chefs are viewed either as sellouts, thieves, hacks, or possibly the worst of all: “TV personalities”.

    I’m glad it is Thomas Keller partnering with BMW. Nobody else would have been able to pull it off without the industry screaming “publicity stunt!”.

  2. FreudeKing says:

    How much are you going to pay for that small piece of meat? a hundred? Is this the meaning of living a high and rich life? Lack of practicality! I am sure some anorexic female models will say they are full after eating that for lunch.

    • It’s not Golden Corral. The point isn’t to get gluttonously full off of one cheap dish. If you want that, go to some buffet or one of the stupid gimmick restaurants on Man Vs. Food. In a typical fine-dining establishment you will have 5+ courses of food. While no single course is gargantuan, they combine to make a fairly sizable meal. Kinda like the gustatory version of Voltron…

    • bob says:

      9 course prix fixe @ TFL is $250pp. So…if you don’t go crazy with the Wine List, dinner for two can be $1,000.

      If you somehow think there wouldn’t be sufficient demand, just try getting a reservation!

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