How Kogi Changed Food Service Forever 柯基是怎样改变了美国的餐饮业

流动食品车在洛杉矶的大街小巷里转悠,为众多的拉丁美洲裔食客出售墨西哥玉米卷,这不仅有长久的历史而且已经成为当地的特色了。洛杉矶的另一个特征就是拥有融化在美国传统食品里的亚洲烹饪,发明了超越了东西方的单独的食品而发明了新的结合体。就拿韩国烤肉来说吧,美国人也开始喜欢吃辣了,把韩国烤肉拌在典型的墨西哥玉米卷里,那一股强烈的香味和微微辣肉,加上芝麻等素菜,绝对是诱人的佳品。

柯基墨西哥玉米卷流动车轰动了洛杉矶的大街小巷,像暴风一样席卷了全美最火的食品服务:流动车烹饪业。柯基的菜单是有当地的专业的大厨崔罗伊设计的,他本人是烹饪业中的重量级人物,而这个菜单几乎无暇可击,所有的蔡是美味。但是这样的菜单也无法解释人们为什么会排两个小时的队,就是为了买两个韩国式的墨西哥玉米卷。

今天,柯基韩国烤肉之所以成为一大社会奇迹,是由于21世纪的科技和传统的图表两者牢固结合才达到的。这图表就是现在已经出名的柯基墨西哥玉米卷流动车。这些出售柯基墨西哥玉米卷的流动车总是停在洛杉矶拉丁美洲裔人集中的一些地点。当这些流动车到某些特别受欢迎的地方,有时招来大量的人群,把路都堵的水泄不通,不得不动用警察来维持状况。

最让人惊讶的是现代科技才把柯基在洛杉矶扇得火火的。柯基创办人中的马克和卡洛琳·曼格拉在广受欢迎的推特上用短信与大家联络,告诉他们的粉丝柯基流动车会在什么时候开到他们附近的什么地方。卡洛琳还有一个博客专门报道柯基的一切事项,并且对其他有关食品的博客网上,一旦提到韩国烤肉墨西哥玉米卷,立即写出评注。柯基不仅有公司的网站,还把文章贴在诸如“脸谱”和“我的空间”上。

充分利用了那些现代边缘网络工具,使柯基有了一群年轻,喜欢使用万维网和手机上网的追随者。让他们可以随时发现柯基流动车的行动路线,从而立即赶去购买。毫无疑问,柯基的韩国烤肉墨西哥玉米卷真的是非常好吃,这是他成功的主要因素,但是科技知识让人们熟知柯基流动车的动向,也是同样的重要。真是这个原因,柯基才受到人们长期的喜爱,因此把柯基提升到高科技服务饮食业的最高层次。

自从2009年,柯基在洛杉矶急速增长以来,从西雅图到华盛顿那些有知识的的企业家就开始在他们的周围经营了类似的营销。虽然烹饪的方式随着流动车所到达的地点而有所变动,但是有一个共同点,就是他们都知道要靠社会媒体来把消息传出去。

事实上,使用流动车来销售食品不是一件新发明。而从营销的概念上来确立如何使用诸如推特和脸谱来猎取新一代的客户,像柯基那样,这才是新的。我担保,不久将会有更多的食品流动车进入你的小区。


讨论问题:

1. 你举得这篇文章中什么地方引起你的兴趣?

2. 在你的周围是不是也会有某些东西可能类似的变得大受欢迎?为什么?

3. 在你的周围什么样的烹饪最火?

4. 你最喜爱的是什么样的烹饪?

Los Angeles has long been famous for roaming taco trucks that service the myriad neighborhoods of this sprawling metropolis, serving classic Latino fare.  L.A. is also known for its distinct Asian cuisine, which is often blended with more traditional American foods to create wonderful hybrids.  Take, for instance, Korean BBQ, a hot food trend in America as it is, and blend that with the classic Mexican taco and  a tantalizing blend of tangy, slightly spicy meats and sesame vegetables is created.

This perfect storm resulted in the Kogi Taco Truck, sensation on the L.A. streets that has kicked off one of the hottest national trends in food service: mobile cuisine.  The Kogi menu was developed by local professional chef Roy Choi, a heavy hitter in the culinary world in his own right, and the result has been almost unanimously delicious.  But the unique menu and tasty menu doesn’t even begin to explain why people are waiting in line for 2 hours just to eat a couple Korean tacos.

A combination of 21st century technology and a classic cultural icon have combined to make Kogi Korean BBQ the social phenomenon it is today.  The icon is the traveling truck that serves Kogi’s now famous tacos.  Taco trucks have always held a special place in the hearts of L.A.’s denizens, and when the Kogi truck started showing up in hip neighborhoods, sometimes drawing crowds large enough to force a disperse order from local police, street cred was definitely cemented.

The most fascinating aspect of the rise of Kogi is how modern technology has fanned the flames to make Kogi a phenomenon across L.A.  Co-founders Mark and Caroline Manguera use Twitter, a social networking site that uses instant and text messaging to connect people, to alert Kogi fans on where and when the Kogi truck will be rolling through their neighborhood.  Caroline maintains a blog devoted to all things Kogi, and is quick to comment whenever other food related blogs post about the Korean BBQ taco truck, and the company has a website and presence on other social networking sites like Facebook and MySpace. 

The full utilization of these cutting edge networking tools has resulted in a young, hip crowd of Kogi faithful that use the internet and their cell phones to locate the Kogi truck and descend upon it with their friends wherever it stops.  The fact that Korean BBQ tacos are genuinely good undoubtedly forms the core of Kogi’s success, but it is equally certain that a tech savvy approach to the familiar taco truck, a long-time customer favorite, has rocketed Kogi into the stratosphere of cutting edge food service concepts.

Since Kogi blew up in L.A. in early 2009, savvy entrepreneurs from Seattle to Washington D.C. have begun making the rounds in their own neighborhoods.  The cuisine is as varied as the places these mobile food trucks go, but they all have one thing in common: a dependence on social media to get the word out.

Let's face it: a truck serving food is not all that new.  What is new is how sites like Twitter and Facebook have provided concepts like Kogi a channel to capture the attention of a whole new generation of customers.  You can be sure there will be more food trucks in your neighborhood in the near future.


Discussion Questions:

1.  What do you find interesting about this article?
2.  Could something like this become popular in your area?  Why or why not?
3.  Describe some of the hottest trends in cuisine in your area?
4.  What are your favorite types of cuisine?

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