Business Tips from the Best New Chefs

Food & Wine magazine, Best Chefs 2010, Roy Choi, Kogi BBQ
Tom Andrews/LAist
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Reach New Customers in New Ways

Roy Choi fuses Korean and Mexican flavors in the galley kitchen of Los Angeles's celebrated Kogi BBQ's gourmet food truck, which has become a viral sensation on Twitter. “Our first set of customers were transients, runaways, hookers, and drunks,” he says. “Tacos were looked at like the gum on the bottom of your shoe, but now it’s the sexiest thing around. People really started to react to these flavors. In America, it’s extremely hard to get food on a spontaneous level other than fast food. I feel like we’re part of a cultural revolution.” —Peter Vanden Bos