The chain was founded in 2011 as a food truck.[2][3] It was founded by Korean American entrepreneur David Choi in St. Louis. Choi had no formal culinary training, and instead learned cooking from his family and from the industry.[2][3] He had experience in pizza, sandwich, and Chinese restaurants. Choi sold his car and purchased a food truck that was listed for $40,000 at $18,000. He also convinced his friends and family to invest another $22,000 in his business. He began making Korean tacos, which proved so popular that he was able to recoup his investment within several months.[1] By 2012, he opened his first permanent location.[2]
When the chain began expanding, Choi adopted a strategy of recruiting local artists to decorate new locations.[1] In June 2016, the chain opened its first location in Chicago in River North.[4] Its second Chicago location was Hyde Park in December 2018.[4] By April 2023, the chain had nine locations in the Missouri and Chicago areas.[1] In 2021, the chain announced that it hired Michelin-starred, James Beard Award–winning chef Brian Fisher as its culinary director.[5]
In 2021, it celebrated its 10th anniversary with a block party that was headlined by Busta Rhymes.[6][7] Admission was free of charge and open to the public.[6]
Description
The chain offers a variety of Korean-Mexican fusion dishes. This includes gogi (meat) bowls (bibimbap with Mexican elements), as well as nachos, burritos, and quesadillas with Korean flavors.[8][9] Dishes often include kimchi and kimchi fried rice.[10] The chain introduced a "Munchwrap Seoulpreme", inspired by the Crunchwrap Supreme dish from Taco Bell.[11] Alcohol is served at some locations, with both beer and liquor, particularly Korean-inspired drinks, offered.[9] The menu has been described as fairly small by intent; this is to ensure that each of the dishes are well-executed.[5]
Decorations in the chain often feature taekwondo fighters wearing luchador masks.[2] Elements of Japanese culture and hip hop are also present in the design.[12]
