Restaurants on wheels have already come a long way, as upscale pizza, ice-cream and dessert trucks have joined the ranks of the Good Humor man and the hot-dog stand. Now the taco truck—a longstanding institution on the streets of LA—is getting a whole new spin thanks to Twitter and the infusion of some Korean spice.
Launched last fall, Kogi Korean BBQ takes the taste of Korean barbecue and melds it with the portability of Mexican tacos and burritos for a whole new category of delectable food. Kogi's signature Korean short ribs taco, for example, combines marinated short rib trimmings with sesame-chili salsa roja, lettuce and cabbage tossed in Korean chili-soy vinaigrette, and cilantro-green onion-lime relish. Spicy chicken and pork tacos are also available, as is a version with tofu. That all sounds mouth-watering, of course, but at least as compelling is that the company sells its food primarily through two trucks that are always on the go to new locations in the Los Angeles area—to know where to find them, customers must follow Kogi on Twitter (and more than 7,000 already do). Prices are recession-friendly—USD 2 for each taco—which may account at least in part for the fact that it's not unusual to find hundreds of patrons lined up and socializing each evening while awaiting their turn at the Kogi truck, according to reports. For those who prefer predictability, meanwhile, Kogi also recently opened its first stay-in-place kitchen in the Alibi Room in Culver City.
Take two taco trucks with a unique recipe, add a dose of Twitter, and you get a phenomenon the LA Times refers to as nothing short of "a burgeoning cyber-hippie movement affectionately referred to as 'Kogi kulture'." Which compels us to repeat our favourite refrain: Everything can be upgraded! There are always new twists, new delivery formats, new ways to create, present, package and get the goods to consumers, and technology increases the possibilities tenfold. Times may be tough, but real innovation is tougher—one to partner with or emulate in tech-savvy, food-loving neighbourhoods near you...?
Website: www.kogibbq.com
Contact: mike@kogibbq.com
Spotted by: May Almero-Cruz
You had mentioned this concept when we went prospecting. We should check them out @ the Alibi Room in Culver City. Like you said they're on trucks but they have a more permanent spot in Culver City.
You can still do Trafiq!
Thanks for the article! I've been reading Springwise for years, it's cool to actually have one of my projects be covered by you!
Mike Prasad
@mikeprasad / mike [at] kogi bbq.com
I've been reading Springwise for years, it's cool to actually have one of my projects be covered by you!
club penguin
Your reports always motivate me to think different! Keep up the good work.
I love how something so old school like a taco truck can become such a break out internet sensation. Throwbacks are huge right now, we want a feel for old world in our high tech, high paced lives.
kidscomputergames
Hey there these korean tacos are to die for. And thanks to this amazing idea there are many copycats following in there footsteps. I live in the bay area and there is an amazing fusion taco truck creating a stir. there name is tonys tacos and they are out of this world. Koean, chinese, indian famous dishes put into a taco or a wrap. All thanks to kogi taco
I've been reading Springwise for years, it's cool to actually have one of my projects be covered by you!