Roy Choi wanted to make healthier, better quality food accessible to lower class individuals, determining that the best way to accomplish such a task was through the utilization of a food truck (Boone & Kurtz, 2012). Though the food truck was originally highly stigmatized and had a very negative perception by the general public, through the utilization of company branding, Choi was able to rise above the stigma, expand his fleet, and work to provide benefits to the community he had chosen; not only was he able to increase his profits, but he was able to provide a service that was lacking within the community (Boone & Kurtz, 2012).
Choi designed the Kogi BBQ brand through a specialized menu selection, a distinct style of cooking, and the use of social media and a website, all designed to not only promote his services, but to explain his vision and his goal to those who were interested (Boone & Kurtz, 2012). In so doing, Choi was able to not only attain the success he desired, but was able to expand his brand name through the addition of three more trucks and a modest expansion of menu items offered (Boone & Kurtz, 2012). I believe that further expansion would ultimately hurt Choi’s goal, given that he is only one individual, and food trucks are operated by the driver; he cannot be everywhere, and the more food trucks he has going out, the less he can pay attention to quality and service, as he originally desired to do.
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I believe that the inclusion of additional food truck chains in the Los Angeles area has the potential to both help and hurt Choi’s cause, due to the fact that not enough is known about those food trucks in order to make a conclusive statement. The food could be of high quality, working to further Choi’s mission, or it could be of poor quality or poor nutritional value, going against all that he has worked for.
- Boone, L., & Kurtz, D. (2012). Contemporary marketing (15th ed., pp. 406-407). Boston: Cengage Learning.
