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Industry | Food trucks |
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Founded | November 19, 2008 in Los Angeles, California, United States |
Founders | Mark Manguera Caroline Shin |
Key people | Roy Choi (Chief chef) |
Website | kogibbq |
Kogi Korean BBQ is a fleet of five fusion food trucks in Los Angeles famous both for their combination of Korean with Mexican food and also for their reliance on Internet technology, especially Twitter and YouTube, to spread information about their offerings and locations. [1] Highlights of typical fare include Spicy Pork Tacos, Kimchi Quesadillas and Short Rib Sliders. Its owner/founder, Mark Manguera, a Filipino-American, married into a Korean family and was inspired to combine Mexican and Korean food as a result. [2] The food truck has won much recognition, including a Bon Appétit Award in 2009 and "Best New Chef" for Roy Choi by Food & Wine in 2010, the first for a food truck. [3] [4]
After several weeks of parking in different locations and not getting any customers, Kogi began going to clubs and giving free samples to bouncers. They enjoyed them and spread the word. [5]
Kogi's first 'big break' came when it got the idea outside of Green Door in Hollywood to contact food bloggers about trying the tacos who then wrote about Kogi. [5] Its subsequent use of Twitter to announce its location led to considerable buzz on social networking services, leading Newsweek to proclaim Kogi "America's first viral eatery". [6]
In addition to co-founders Mark Manguera and Caroline Shin, Mark Manguera's friend Roy Choi, a former valedictorian at the Culinary Institute of America, [6] is the chief chef and considered "a sort of post-Abstract Expressionist food artist" [2] while Manguera's sister-in-law, Alice Shin, is in charge of connectivity- posting and tweeting regularly to keep their roving clientele informed. [2] The name, logo, decision to use Twitter, and ongoing social media strategy came from consultant and "twentysomething social networking and branding wunderkind" [2] Kogi Social Media & Brand Director Mike Prasad, [2] [7] [8] who is a best friend of Eric Shin, [2] Kogi Lunch Manager, photographer, [9] and brother of Caroline.
Kogi initially had no fixed location. In the tradition of LA taco trucks, Kogi operated entirely from a mobile vehicle driven around the city and parked for a few hours in different locations, with some preparation done from a home base in Culver City, California. [1] Its fan base has been built up through effective use of the Internet and cell phones to promote an online "Kogi Kulture". [6] By mid-2009 it had 36,000 Twitter followers, and its first fixed location in the Alibi Room, a local lounge. By mid-2011, Kogi had expanded from the original truck to five. [6] [10]
In 2010, the creators of Kogi opened two sister restaurants serving Korean inspired food. The restaurant Chego, with a primary focus on bowls, opened on April 7, 2010. [11] Another restaurant and full bar, The A-Frame, was created from a former IHOP and modeled around the sloped architecture; it opened on November 4, 2010. [12]
To serve airline passengers at Terminal 4, Kogi opened a stationary location within the secured area at the Los Angeles International Airport in December 2014. [13] [14] [15] What distinguished this airport terminal eatery from its competitors within the food court is that it was made to look like a Kogi food truck. In November 2015, Kogi quietly left LAX and handed the food truck in the terminal over to Border Grill, another locally owned restaurant. [16] The change is a part of the airport's plan to have a different vendor occupy the food truck every few months. [17]
In April 2016, Kogi opened their first brick-and-mortar version of their food trucks in Palms, Los Angeles. [18] [19] [20] Called Kogi Taqueria, the new operation carried all of the favorites from the food truck menu, some favorites from their Alibi Room, plus some Mexican-American standards such as carne asada, carnitas, and pollo asada. [21] The restaurant was designed to look like a garage that houses the food trucks when they are not on the road. [21]
Seven months later, a second Kogi Taqueria location was opened inside a Whole Foods Market in El Segundo in November 2016. [22]
Part of the reason for the sudden and strong interest in Kogi is the food. The New York Times opined, "The food at Kogi Korean BBQ-To-Go, the taco vendor that has overtaken Los Angeles, does not fit into any known culinary category." [23]
Los Angeles, like many large American cities, has a large percentage of residents from different cultures, and Kogi relies on the familiarity people have with other cuisines. [24]
The attraction, however, depends only partly on the flavors. Media accounts emphasize the social aspect of eating at the ever-mobile Kogi. According to the Los Angeles Times, "The truck and its staff of merry makers have become a sort of roving party, bringing people to neighborhoods they might not normally go to, and allowing for interactions with strangers they might not otherwise talk to." [2]
Kogi was the inspiration for the title of a jazz song by artist Jacob Mann released on December 9, 2016. [25]
A taco is a traditional Mexican food consisting of a small hand-sized corn- or wheat-based tortilla topped with a filling. The tortilla is then folded around the filling and eaten by hand. A taco can be made with a variety of fillings, including beef, pork, chicken, seafood, beans, vegetables, and cheese, and garnished with various condiments, such as salsa, guacamole, or sour cream, and vegetables, such as lettuce, onion, tomatoes, and chiles. Tacos are a common form of antojitos, or Mexican street food, which have spread around the world.
A burrito in Mexico is, historically, a regional name, among others, for what is known as a taco, a tortilla filled with food, in other parts of the country. The term burrito was regional, specifically from Guanajuato, Guerrero, Michoacán, San Luis Potosí and Sinaloa, for what is known as a taco in Mexico City and surrounding areas, and codzito in Yucatán and Quintana Roo. Due to the cultural influence of Mexico City, the term taco became the default, and the meaning of terms like burrito and codzito were forgotten, leading many people to create new meanings and folk histories. In modern times, it is considered by many as a different dish in Mexican and Tex-Mex cuisine that took form in Ciudad Juárez, consisting of a flour tortilla wrapped into a sealed cylindrical shape around various ingredients. In Central and Southern Mexico, burritos are still considered tacos, and are known as “tacos de harina”. The tortilla is sometimes lightly grilled or steamed to soften it, make it more pliable, and allow it to adhere to itself. Burritos are often eaten by hand, as their tight wrapping keeps the ingredients together. Burritos can also be served "wet", i.e., covered in a savory and spicy sauce, when they would be eaten with a fork and knife.
Korean tacos are a Korean-Mexican fusion dish popular in a number of urban areas in the United States and Canada. Korean tacos originated in Los Angeles, often as street food, consisting of Korean-style fillings, such as bulgogi and kimchi, placed on top of small traditional Mexican corn tortillas. Korean burritos are a similarly themed dish, using larger flour tortillas as a wrap.
Don Chow Tacos was a Chinese-Mexican fusion food truck based in Los Angeles, California. It was founded on April 22, 2009, by Dominic Lau and Lawrence Lie with the motto, "Where Chino meets Latino", representing their Chinese heritage and Hispanic influences. Don Chow Tacos ceased operations on February 16, 2015.
Roy Choi is a Korean-American chef who gained prominence as the creator of the gourmet Korean-Mexican taco truck Kogi. Choi is a chef who is celebrated for "food that isn't fancy" and is known as one of the founders of the gourmet food truck movement. In 2019, Choi began presenting a cooking series on Netflix with Jon Favreau titled The Chef Show.
Chef is a 2014 American road comedy-drama film directed, written, co-produced by, and starring Jon Favreau as a celebrity chef who, after a public altercation with a food critic, loses his job at a popular Los Angeles restaurant and begins to operate a food truck with his young son. It co-stars Sofía Vergara, John Leguizamo, Scarlett Johansson, Oliver Platt, Bobby Cannavale, and Dustin Hoffman, along with Robert Downey Jr. in a cameo role.
Korean–Mexican fusion is a type of fusion cuisine originally from Los Angeles that combines traditional elements of American-style Mexican and Korean foods. The earliest Korean-Mexican fusion featured Mexican or Tex-Mex dishes such as tacos or burritos filled with Korean-style barbecued meats and kimchi. Typical dishes include Korean tacos and bulgogi burritos. Food critics Jane and Michael Stern state that Korean–Mexican fusion is a growing food trend that has steadily gained in popularity since 2009.
A taco stand or taquería is a food stall, food cart or restaurant that specializes in tacos and other Mexican dishes. The food is typically prepared quickly and tends to be inexpensive. Many various ingredients may be used, and various taco styles may be served. Taco stands are an integral part of Mexican street food. Tacos became a part of traditional Mexican cuisine in the early 20th century, beginning in Mexico City, as what had been a miner's snack began to be sold on street corners in the city. Shops selling tacos have since proliferated throughout Mexico and other areas with a heavy Mexican culinary and cultural influence, including much of the Western United States and most other larger American cities. More typical taquerías specialize in tacos, as expected, but in some localities it can be used to refer to restaurants specializing in burritos, where tacos themselves are less of a point of emphasis.
Locol was a restaurant founded by Roy Choi and Daniel Patterson. The name connoted both "local" and "loco". The restaurant aspires to serve healthy alternatives to fast food at affordable prices while benefiting communities and disrupting food deserts. The restaurant's first location was in the Watts neighborhood of Los Angeles. After opening several other locations in California, all closed in 2018. Choi later revived the brand in 2020 as a delivery-only "virtual restaurant".
Papi Chulo's is a restaurant with two locations in Portland, Oregon, in the United States. The original taqueria in the Pearl District was opened by restaurateur Ramzy Hattar in December 2019, with Antonio Javier Palma Caceres as the chef and Davide Bricca overseeing cocktails. The trio had previously worked together at River Pig Saloon and Two Wrongs, two neighboring establishments also owned by Hattar. A second location opened in northeast Portland in 2023. Papi Chulo's serves Mexican cuisine, such as tacos, burritos, nachos, birria, margaritas, and micheladas.
Quesabirria is a Mexican dish comprising birria-style cooked beef folded into a tortilla with melted cheese and served with a side of broth for dipping. The dish, which has origins in Tijuana, Mexico, originally made with goat meat, gained popularity in the United States through Instagram. It is now made also with other meats, such as beef and chicken.
El Gallo Taqueria was a Mexican restaurant in Portland, Oregon, United States. Owner and chef Jake Brown established the business as a food cart in 2009, in southeast Portland's Woodstock neighborhood. In 2015, El Gallo relocated and began operating as a brick and mortar restaurant in 2015. The business closed in 2022.
Matt's BBQ is a barbecue restaurant in Portland, Oregon's Boise neighborhood. Sibling restaurant Matt's BBQ Tacos, also located in Portland, opened in 2019.
Taqueria Los Puñales is a queer-owned and operated Mexican restaurant in Portland, Oregon. Opened by Brian Aster and David Madrigal in 2020, during the COVID-19 pandemic, the restaurant has garnered a generally positive reception.
Mis Tacones is a Chicano and queer-owned vegan taquería in Portland, Oregon.
Batterfish was a fish and chip shop in Portland, Oregon. Previously, the business operated in Encino, Los Angeles, as a food truck in Santa Monica, California, and as a food cart in Happy Valley, Oregon. Batterfish specialized in fish and chips and was featured on the Food Network's Diners, Drive-Ins and Dives. The restaurant closed by 2023.
Rancho Bravo Tacos was a small chain of Mexican restaurants in Seattle, in the U.S. state of Washington. Owner Freddy Rivas started the business as a food truck in Kent in 2002, before relocating to Wallingford in 2007. The business also operated restaurants on Capitol Hill and in the University District. Serving cuisine such as tacos, nachos, burritos, tamales, and tortas, the business garnered a generally positive reception as an inexpensive and late night option for diners, with the tacos and burritos receiving the most praise.
Colloquially referred to as Loncheras, Taco trucks have become an iconic symbol of Mexican culture in the United States. Popularized in Los Angeles, Loncheras are often characterized by rough exteriors, bright colors, and bold murals. Operators have been able to build loyal clientele using familiar parking spots, social media, and after-dark hours. Though taco trucks are a staple food for Angelenos of every race, Loncheras in Los Angeles are chiefly owned and operated by Hispanic and Latino families in low to moderate-income areas. Since Raul Martinez's first mobile truck success, taco trucks have continued to serve as windows of opportunity for migrant families and prospective chefs to earn a living. Taco trucks, like all Mexican street food, have allowed Mexican Americans to stay connected to their heritage while adjusting to a new country, community, and way of life. Success among authentic Mexican taco trucks later inspired "fusion taco trucks". Roy Choi's Kogi BBQ food truck, a Korean-Mexican short rib taco truck, is considered to be the first "fusion" taco truck in Los Angeles. The opening of Choi's truck marked a gastronomic explosion on the Los Angeles taco truck horizon. Both regular and fusion taco trucks help meet the high demand for fast, affordable, and convenient street food in the Golden city.