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.
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.
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.
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After several weeks of parking in differt locations and not getting any customers, Kogi began going to clubs and giving free samples to bouncers. They joyed them and spread the word.
Kogi's first 'big break' came wh it got the idea outside of Gre Door in Hollywood to contact food bloggers about trying the tacos who th wrote about Kogi.
Its subsequt 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.
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In addition to co-founders Mark Manguera and Caroline Shin, Mark Manguera's frid Roy Choi, a former valedictorian at the Culinary Institute of America,
The name, logo, decision to use Twitter, and ongoing social media strategy came from consultant and twtysomething social networking and branding wunderkind
Kogi initially had no fixed location. In the tradition of LA taco trucks, Kogi operated tirely from a mobile vehicle driv around the city and parked for a few hours in differt locations, with some preparation done from a home base in Culver City, California.
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Its fan base has be built up through effective use of the Internet and cell phones to promote an online Kogi Kulture.
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.
In 2010, the creators of Kogi oped two sister restaurants serving Korean inspired food. The restaurant Chego, with a primary focus on bowls, oped on April 7, 2010.
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Another restaurant and full bar, The A-Frame, was created from a former IHOP and modeled around the sloped architecture; it oped on November 4, 2010.
To serve airline passgers at Terminal 4, Kogi oped a stationary location within the secured area at the Los Angeles International Airport in December 2014.
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.
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Called Kogi Taqueria, the new operation carried all of the favorites from the food truck mu, some favorites from their Alibi Room, plus some Mexican-American standards such as carne asada, carnitas, and pollo asada.
Part of the reason for the sudd and strong interest in Kogi is the food. The New York Times opined, The food at Kogi Korean BBQ-To-Go, the taco vdor that has overtak Los Angeles, does not fit into any known culinary category.
Los Angeles, like many large American cities, has a large perctage of residts from differt cultures, and Kogi relies on the familiarity people have with other cuisines.
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The attraction, however, depds 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.
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