Roy Choi

And it's people working their ass off just to keep their lights on.

So Kogi comes along.

We didn't start Kogi to be deep at all.

We started Kogi to make $800 a night and get phone numbers from the club.

That's how everyone starts, right?

That was the business plan.

That was it.

There was no deepness in anything.

But I think that's what allowed us to get deep is because we went in.

With such naivety and short-mindedness and we just were open to whatever was going to happen.

And what Kogi did was it changed the vocabulary and the attitude around that labelization of a roach coach, of dirty, of looking at other humans and saying they're beneath you or less than you.

Kogi all of a sudden took that word roach coach, turned it into gourmet.

right so that same truck now became gourmet food trucks instead of roach coaches language has such a powerful place in our world as you know as a journalist like it can completely shift how people look at the exact same thing you know and then it can change the whole course of society by changing that word so you change the word from roach to gourmet food trucks

It changes the whole trajectory of everything.

The industry becomes a billion dollar industry.

Cities like Austin, Washington, D.C., Portland, Oregon, and just multiple cities all throughout the country start to have food trucks.

Cities like Chicago, which are notorious for not having food trucks because of the mob ties of Al Capone and going back into controlling all aspects of commerce and food and

There were all these draconian laws that wouldn't allow you to have certain things because all those had gateways and controls all through the underground.

Chicago went back and started to change all these things.

Amazing.