What makes Kogi interesting is that it is the world's first "viral restaurant"--and that's not nearly as scary as it sounds.
And it just happened to be parked outside a bar with a distinctly Minnesota name: the Golden Gopher bar.
Kogi is "viral" in the sense that it uses Twitter to tell customers where the mobile restaurant will be parked next.
Imitation, as they say, is the sincerest form of flattery. Which is why the most revealing part of a recent Wednesday rendezvous with the Kogi Korean taco truck, L.A.'s latest culinary obsession, wasn't the flash mob of 200 hungry Angelenos that began to materialize outside the Golden Gopher bar at 9:00 p.m., lured largely by a recent post on Kogi's Twitter feed announcing that one of its two roving vehicles was on the way. Nor was it the hour-long wait everyone was willing to endure for griddled tortillas filled with short ribs and sesame-chili salsa roja. Or the staggering 400 pounds of meat that Kogi would dispense by evening's end. Or even the credentials of Kogi chef Roy Choi, a La Bernardin alum and Culinary Institute of America valedictorian--the reasons, in short, that the three-month-old Kogi has garnered so much fawning coverage (BBC, New York Times) and become one of America's buzziest restaurants. Instead, the day's defining image was a group of Korean businessmen examining the underbelly of a kimchi-covered "Kogi Dog." Their goal, according to Choi: to clone his creation. "At every stop, it'll be, like, hundreds of young people," he said, "and 12 middle-aged copycats in suits and ties asking where I buy my cabbage."