Word: kogis
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...from a fleet of culinary clunkers, became the leader of this movement not just by creating a whole new cuisine--a mashup of Korean and Mexican food that has given rise to short-rib tacos and kimchi quesadillas--but by dishing out punk attitude. Peer inside one of his Kogi taco trucks (the name is Korean for meat), and you'll see him yelling in Spanglish, baseball hat askew, arms tatted up, hands flying like a rapper's. This is performance art, and people often wait in hour-long lines for the privilege of snarfing it down with a spork...
...American cities a few years before Choi parked his first food truck, in November 2008. Or that short-rib tacos weren't even his idea. (A former co-worker's sister-in-law, Alice Shin, had read about a homemade version on a food blog and, as Kogi's publicist, helped hype them through masterful Twitter and website work, which turned the truck's mysterious whereabouts into a hipster happening.) Choi's amazing food has become one of the movement's signature successes. Kogi made $2 million in revenue in its first year, on checks averaging $13 per person...
...They're not going to fix it up and instead will serve $7-to-$9 rice bowls--including lacquered pork belly, and steak topped with horseradish cream and poached eggs--in the 30-seat space, where Choi believes he can somehow serve 1,000 people a night. Kogi's current operations serve about...
...model of salaried doctors in group practice may be the future of health care, or the University of California at Irvine's law school, which opened this semester with free tuition and was instantly more selective than Harvard or Yale. It's SpaceX, the private rocket-launching company, or Kogi, the Korean taco truck that announces its location over Twitter to flash mobs of Angelenos. "The beauty of California is the idea that you can reinvent yourself and do something totally creative," says Kogi's Roy Choi, a former chef at the Beverly Hilton. "It's still the Wild West...
Certainly the concept of mobile food-vending has long existed without the benefit of architectspeak. Mexican taco trucks have been part of the L.A. landscape for decades. And in recent years, other local food vendors have taken the humble truck concept gourmet. There is the venerated Kogi truck, which dispenses Korean-Mex tacos and makes ample use of Twitter to advertise its location. And other vans, purveying everything from shave ice to Vietnamese sandwiches, have also mushroomed - all despite a controversial citywide edict, put into effect last spring, that requires them to move at least every 30 minutes...