The Wall Street Journal profiles Roy Choi and Kogi
January 13th, 2010
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Wall Street Journal – January 8, 2010 – By Katy McLaughlin
Chef Roy Choi is standing in front of the restaurant space he closed on a day ago. It’s a 10-table, bare-bones dive, with the previous operators’ pen-drawn signs for $4.95 entrees hanging in the windows in a small West Los Angeles strip mall. Mr. Choi says he plans to open in late February. He and his partners have decided not to redecorate.
“Come back here in May,” he says. “There will be pandemonium in this parking lot. Cars backed up 20 deep.”
From any other chef, the prediction would seem ludicrous. But Roy Choi has achieved unlikely success before: He turned “Korean tacos,” served from a truck, into one of the most talked-about food trends of last year. Now, the 39-year-old, Tupac Shakur-quoting chef is aiming to prove that his street-food success was no fluke and that his unique culinary persona—part flavor-fusion visionary, part classically trained chef, part street rebel—can change the future of food. Read the full article HERE
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