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Special Markets: Food & Drink 2020

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  • Other Formats

    9780593139400 9781984826862 Reflowable, EPUB
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    For sale with exclusive rights in: AD AE AF AG AI AL AM AO AQ AR AS AT AU AW AX AZ BA BB BD BE BF BG BH BI BJ BL BM BN BO BQ BR BS BT BV BW BY BZ CA CC CD CF CG CH CI CK CL CM CN CO CR CU CV CW CX CY CZ DE DJ DK DM DO DZ EC EE EG EH ER ES ET FI FJ FK FM FO FR GA GB GD GE GF GG GH GI GL GM GN GP GQ GR GS GT GU GW GY HK HM HN HR HT HU ID IE IL IM IN IO IQ IR IS IT JE JM JO JP KE KG KH KI KM KN KP KR KW KY KZ LA LB LC LI LK LR LS LT LU LV LY MA MC MD ME MF MG MH MK ML MM MN MO MP MQ MR MS MT MU MV MW MX MY MZ NA NC NE NF NG NI NL NO NP NR NU NZ OM PA PE PF PG PH PK PL PM PN PR PS PT PW PY QA RE RO RS RU RW SA SB SC SD SE SG SH SI SJ SK SL SM SN SO SR SS ST SV SX SY SZ TC TD TF TG TH TJ TK TL TM TN TO TR TT TV TW TZ UA UG UM US UY UZ VA VC VE VG VI VN VU WF WS YE YT ZA ZM ZW
  • Supply Detail

    Distributor: Random House, Inc. Availability: Available On Sale Date: Apr 21, 2020 Carton Quantity: 16 $35.00 CAD
    $26.00 USD
  • Catalogues

Trejo's Tacos
Recipes and Stories from L.A.: A Cookbook
By (author): Danny Trejo
Danny Trejo

Imprint:

Clarkson Potter

ISBN:

9781984826855

Product Form:

Hardcover
Hardcover
English

Audience:

General / adult
Apr 21, 2020
$35.00 CAD
Active

Dimensions:

10in x 7.6 x 0.82 in | 1.98 lb

Page Count:

224 pages

Illustrations:

100 4C PHOTOS
Potter/Ten Speed Press/Harmony
Clarkson Potter
COOKING / Regional & Ethnic / Mexican
From the legendary actor and L.A. restaurateur comes a cookbook featuring 75 badass recipes, from lowrider donuts and award-winning vegan cauliflower tacos to a sweet and spicy brisket inspired by Danny’s mom’s barbacoa.

Throughout Danny’s life, sharing good food has always been essential—whether it was home-cooked meals made by his mom while imagining the menu for their dream restaurant or whipping up post-wrap celebratory tacos for his Hollywood friends.

Now, with his own restaurant empire growing, Danny shares his favorite recipes for bold, fun, and versatile Mexican food by way of L.A. You’ll come away with the know-how and skills for cooking slow-braised pork shoulder with bacon and chiles for unbelievably flavorful carnitas, turning spiced fried chicken or Mexi-falafel into tacos and burritos, and how to make cotija and chile mashed potatoes that will impress all your friends (especially when served with brisket!).

The book also includes stories about Danny’s lifelong love of food, from the meals his mom made when he was growing up in the San Fernando Valley to a map of his favorite restaurants and hangouts in Los Angeles, how his time in prison led to his acting career and opening a restaurant, and his journey of becoming an AA/NA counselor. Like Danny’s restaurants, Trejo’s Tacos is generous, hospitable, and symbolic of L.A.’s vibrant Latino culture.

BUZZWORTHY: Los Angeles Magazine ran a feature called “How Danny Trejo Became L.A.’s Most Delightful Food Story of 2017.” Hollywood Today Live featured a cooking segment with him, and he delivered tacos to the audience on The Kelly Clarkson Show. People go to Trejo’s because they’re curious about Danny’s food, but they go back (and wait on line) because in a town known for tacos, his are just that good. Danny’s food and restaurants have also been covered by CBS Sunday Morning, Forbes, NBC, Eater, Los Angeles Times, and Travel + Leisure.

STAR POWER: Trejo has starred in countless Hollywood blockbuster movies and series, and he has fans who are enaged and interested in Danny the person, too.

TACO TUESDAYS AND BEYOND: Whole Foods declared them a top food trend, as did Food52. Everyone from high-end chefs to home cooks continue to lean in to the hand-held anytime breakfast-to-dinner meal. They can be vegan, gluten-free, Paleo, and everything in between, and the recipes in Trejo’s Tacos will feature many of these iterations.

COLOFUL PAPER-OVER-BOARD PACKAGE: Trejo’s Tacos is vivid and bright, celebrating L.A.’s taco culture, Latino culture, and urban street art. The photography program highlights the food at Trejo’s restaurants and is interspersed with playful images of Danny throughout.

Danny Trejo is an American actor with a prolific career in the entertainment industry, starring in dozens of films, including Desperado, Heat, From Dusk Till Dawn, Con Air, Spy Kids, Grindhouse, and Machete. A Los Angeles native, Trejo began building his restaurant empire in L.A. in 2016, opening Trejo’s Tacos, followed by Trejo’s Cantina and Trejo’s Coffee & Donuts. He now has six locations and a food truck.

Author Residence: Los Angeles, CA

Author Hometown: Los Angeles, CA

Marketing: Restaurant promotion: book promotional check-inserts/signage at LA restaurants

Influencer campaign: Author’s A-list connections include Rob Zombie, Salma Hayek, Jessica Alba, and Snoop Dogg

Digital assets: Blurb graphics, author video/gifs, trailer

Social promotion tying into the author’s antihero image as depicted in his film career

Online ads: Facebook and Instagram, targeting taco lovers, LA enthusiasts, and of course fans of the author and his movies



Publicity: National media attention

National/local review and feature print attention

National/local radio attention

Online review and feature attention

Author events: New York, Los Angeles



Author Social Media: FB @officialdannytrejo; IG @officialdannytrejo 1M; T @officialDannyT
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