Kogi Taco Truck: The Howard Dean or Barack Obama of Street Food?
Photograph by Eric Shin from Flickr
From a Newsweek story on L.A.'s Kogi BBQ Taco Truck:
In many ways, Kogi's rapid rise reflects the same cultural moment that produced Barack Obama; youthful, urban, multiethnic, wired and communal, both brands resonate with a grassroots generation that distrusts top-down messaging and prefers to learn from peers, often online. The question now is whether L.A.'s Twitter-fueled Korean taco truck is merely a fad (more like, say, Howard Dean)—or, as the Kogi copycats are hoping, a model for the future of fast food.
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1 Comment:
I'm actually surprised that more competitors haven't hit the streets. The concept isn't that difficult to copy. However, Kogi has not only first to market, but the brand recognition to carry it pretty far right now. Jonathan Gold is planning a panel with Chef Roy Choi of Kogi amongst others to discuss the question of "What is Authenticity" in cuisine, so it seems that even Mr. Gold himself seems confident that Kogi's influence at least in Los Angeles will be long-lasting.
mattatouille at 12:45PM on 03/04/09