Kogi Korean Taco Truck

Just last week I found myself watching the lovely Anjali Rao, on CNN, present a news story about Korean Tacos. That's right you heard it here first or rather, second. Kogi advertises their fusion delicacies on their blog. Customers have to check online to see where the Kogi Korean Taco truck is going to be next before making their way to the stand. You arrive on the corner of some remote after party back street to find some two hundred other people have done the same thing by looking up the taco truck's next stop. You think to yourself "I have come all this way, I may as well get in line." You stand in line for another hour before the truck even turns up.

I have rising suspicions that the lure goes beyond that of the after party munchies. Who would wait three hours for a taco? Much less a Korean BBQ beef taco with lime and kim chi? Maybe it is the interactivity that draws the crowd in. Maybe the already well-known Kogi restaurant chain, from which it was conceived, is the reason behind such capricious customers. Whatever it is, Kogi seem to be doing something right.

At two dollars per taco we know that it is not the price that are pulling these customers in (In Los Angeles tacos normally go for a $1 a pop). So what makes these fusion delights worth waiting three hours in line for?

Writing about a taco truck in a city some 9,000 miles away is the reason why. Not only is this a brilliant marketing ploy but they also manage to stay current by having their customers interact with them on their blog. Purchasing a Yogi Korean Taco then becomes an adventure and not just another savory treat for the hunger stricken. As soon as you log onto kogibbq.com you are acknowledging them as more then a mere fast food truck. Turning fast food into an experience says more about the delectable delights than "here come try our kooky invention."

I scoured the Internet for more evidence on the subject and only ended up affirming my initial inkling. The general consensus, amongst the media, behind The Kogi Korean BBQ fusion taco popularity emphasize the social aspect of eating at the ever-mobile Kogi taco truck. According to the New York 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".

Other accounts simply champion the infusion as simply a good taco, citing the success of the BBQ treat as a truly scrumptious foodstuff. Perhaps the concoction is truly a wondrous creation but all I know is 9,000 miles is a little too far to travel for tacos.