On Saturay 10p.m. A long line is formed in front of a station wagon. Around 30 people endure to be in line to wait to order a meal although the temperature is 9 degree or less.
This food truck named Kogi BBQ has gained general popularity steadily by providing its unique original menu like their original tacos sandwiching grilled beef and kimch as ingredients since it first opened in 2008.
In Los Angeles, wagon retailers and food trucks are not novel. In southern California, food trucks is as familiar as it has provided foods at reasonable rice around construction site and roadside but those food trucks has received criticism towards meal providing under unsanitary condition. So their reputation was not so good.
Roy choi is 45 years old, who was born and raised in Korea. He said the idea of selling unique and novel food which is clearly different from easy common take-out one by food truck was uncommon when he opened his first food truck. His original tacos is put grilled kalbi(Korean-style marinated barbecued ribs) marinated sweet spicy sauce on crispy tortilla and poured spicy salsa source additionally on top of it. This product became popular sensationally and attracted pedestrians' appetite.
The environment growing this kind of business generated in 2008 when people suffered from economic downturn after Lehman Brothers bankruptcy surprisingly. Young passionate and talented entrepreneurs turned their eyes to food truck which they could open their business at much lower cost than opening restaurant. Consumers who received a blast of economic depression are willing to buy professional tasty food provided at 10 dollars or less. Sensational eatery movement was born by connecting customers to a food truck with feed track of social media.
This food truck named Kogi BBQ has gained general popularity steadily by providing its unique original menu like their original tacos sandwiching grilled beef and kimch as ingredients since it first opened in 2008.
In Los Angeles, wagon retailers and food trucks are not novel. In southern California, food trucks is as familiar as it has provided foods at reasonable rice around construction site and roadside but those food trucks has received criticism towards meal providing under unsanitary condition. So their reputation was not so good.
Roy choi is 45 years old, who was born and raised in Korea. He said the idea of selling unique and novel food which is clearly different from easy common take-out one by food truck was uncommon when he opened his first food truck. His original tacos is put grilled kalbi(Korean-style marinated barbecued ribs) marinated sweet spicy sauce on crispy tortilla and poured spicy salsa source additionally on top of it. This product became popular sensationally and attracted pedestrians' appetite.
Broke into stardom by social marketing
Why this food truck gathered people's attention is because he fully took advantage of social media in early stage. For some time, he sold meal along a sunset avenue crowded with slightly drunk people who went on a pub crawl but their reaction was not so good. However at the moment he started advertising food truck location by using twitter which was about to spread around the world then, media‐conscious young people came to visit one after another. Several months later, a couple of hudreds of people visited his shop. The most amount of meat sold in a day is 180 kg. NewsWeek called this food truck as "America's first viral eatery". At the present moment, he possesses 4 food trucks and permanent food truck staying inside of Los Angeles international airport, and his twitter's followers is about 130,000 and still increasing.The environment growing this kind of business generated in 2008 when people suffered from economic downturn after Lehman Brothers bankruptcy surprisingly. Young passionate and talented entrepreneurs turned their eyes to food truck which they could open their business at much lower cost than opening restaurant. Consumers who received a blast of economic depression are willing to buy professional tasty food provided at 10 dollars or less. Sensational eatery movement was born by connecting customers to a food truck with feed track of social media.