The Kogi Korean Taco Truck

One dark and stormy night Mark Manguera, an exceptionally accomplished Chef and F&B director by age 30,  shared an idea with luminary Chef Roy Choi , and culinary history erupted.

While many restaurateurs are treading water, the two whipped up a multi-faceted fusion emulsion combining Korean and Mexican cuisines, some very hot Japanese dancehall reggae scented it with a liberal dose of Web 2.0  and created a mobile feeding frenzy that has sent ripples, make that a tsunami, throughout the foodservice industry as well as the financial world.

Both Chefs can hold their own in the very competitive world of high end kitchens, but have chosen instead to drop it back a few notches to ply their trade on the greater Los Angeles streets with imaginative and delectable fast food.

Take a look at this video at TheWorld.org,  and another at Bite Club to experience the phenomenon that is the finished dish.

Incorporating Web 2.0,  using Mike Prasad to Twitter arrival times at locations, and N.Y.C. based Alice Shin pounding the keyboards for P.R., was a brilliant use of technology  resulting in formidable lines awaiting the trucks arrival! ( These guys are going through 400 pounds of meat a night.)

But wait!!  This menu isn’t presented without entertainment.  A D.J. Masaki Akaider airs the Japanese reggae music that further distinguishes the uniqueness that is KOGI.

Even the venerable Newsweek Magazine printed a story about “America’s First Viral Eatery” including this video.

Toss in the world press with this article in the London Financial Times and you began to see the possibilities of combining social media with more traditional advertising can pay off.