There are few people in the food truck industry as deserving of being named one of Time’s “100 Most Influential People” as Roy Choi, who can now add the honor to his resume. The award is yet another national accolade for Choi, who was most recently included as a James Beard Award semifinal nomination for Outstanding Restaurateur. Listed in the “Pioneers” section, Choi’s entry is fittingly written by fellow “culinary trailblazer” Anthony Bourdain who co-published Choi’s memoir, L.A. Son, under his Ecco imprint.
Roy Choi: Time Magazine’s 100 Most Influential People
Roy Choi first changed the world when he elevated the food-truck concept from “roach coach” to highly sought-after, ultra-hot-yet-democratic rolling restaurant. It was a new entrepreneurial model that allowed talented culinarians to make their mark without hundreds of thousands of dollars in investor money. Choi’s Kogi trucks also pioneered the use of social media as a marketing tool.
Now he and fellow chef Daniel Patterson are changing the world with their ambitious startup, LocoL, whose goal is to bring healthy food, at an affordable price, to underserved inner-city neighborhoods across America while employing residents of those neighborhoods—basically, replacing traditional fast food with a more positive, socially responsible institution. Chef, activist, film producer, restaurateur and author of a superb memoir, L.A. Son: My Life, My City, My Food, Roy Choi has put it all on the line to improve the quality of life for people few others seem to care about. It’s not a pose, it’s not a cause: it’s who he is.
Find Time’s entire list of 100 Most Influential People [here]