CONTENTS
CONTENTS
05. INTRODUCTION 15. THE INDEX 29. THE SURVEY 33. CITY-BY-CITY ANALYSIS 55. APPENDIX
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INTRODUCTION America's modern founding as a food truck nation began with the late-night cravings of a couple of Los Angeles-based entrepreneurs for Korean-style meat in Mexican tacos. Mark Manguera and Caroline Shin took their hunger to chef Roy Choi, and together they started Kogi Korean BBQ in 2008. Parked outside of a nightclub in the late hours, it soon began its tour of daylight streets with a tweet at every stop and a growing crowd in chase. By the end of Kogi's first year of operation, its sole truck was clearing $2 million in sales, a then unheard-of figure. Trucks like Kogis are not new. As "lunch wagons," "taco trucks," or just "street food," mobile vending has been a part of the American culinary landscape for well over a century. From their birth in a covered wagon selling lunch food to journalists in 19th Century Providence, Rhode Island, these mobile mini-kitchens took off after World War II as they followed the growth of suburbs to places where restaurants were rare.
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