JOSH HILLER AND MORRIS APPEL

Partners, RoadStoves, L.A.

What’s watchworthy? Without them, there might not be a Kogi Taco Truck.

Little more than a year ago, you would probably scoff at the idea that two guys selling Korean tacos prepared inside a roving truck would launch one of the hottest food trends of the year. But Kogi, thanks to a company called RoadStoves, changed all that.

Hiller (the tall guy, below) and Appel (in the shorts, next to dad Herman) helped Kogi Korean BBQ founder Mark Manguera get moving by renting him a truck to could bring his food to the tweeting masses.

Kogi caught on quickly not just for its taste, but for the vehicles and the use of social media to promote their locations. The trucks and the promotions created a buzz and a receptive audience almost from Day 1. Read the full article HERE

ECONOMIST.COM – More Intelligent Life

In these lean times, few have the capital to open a brick and mortar restaurant. Crafty chefs and entrepreneurs are turning trucks into kitchens and hitting the road in some American cities. Jessica Machado investigates …

Ah, the California Dream. Girls in short shorts, sunny afternoons in Venice Beach, drives down the Hollywood Walk of Fame. A cheesy truffle burger named “the cougar.”

The ladies behind Baby’s Badass Burgers in Los Angeles are living the young entrepreneurs’ fantasy: a cheap start-up (under $15,000), a hip theme (hot chicks serving meat) and a lucrative trend that’s only gaining momentum (mobile food).  Read the full Article HERE