Korean BBQ On The Move

In this week’s blog post, sourtosweet hoped to feature Korilla BBQ, a company that operates distinctive food trucks serving delicious Korean barbeque to the New York City population.  The founder of Korilla BBQ is a Columbia University alum who graduated in the late 2000s into the depressed job market.  From this misfortune, the concept of Korilla BBQ emerged.

Sourtosweet discovered Korilla’s story when the company was featured on this season of the Food Network’s The Great Food Truck Race.  For those familiar with the show, the most recent episode revealed Korilla’s dismissal from the competition on suspicion of cheating.  Tyler Florence, the show’s host, provided little detail about the actions identified as cheating before ejecting Korilla from the competition.  Communications on Korilla BBQ’s facebook page indicate that the company is contractually prevented from discussing details of the show until spring of 2012.

Before their ejection, Korilla was a frontrunner in the overall competition.  After their ejection, some audience members condemn them as cheaters.  Others await more information or Korilla’s defense.  Still others act as staunch defenders of their favorite food truck.  You can find all three viewpoints on Korilla’s facebook page.

Prior to last week’s episode, sourtosweet approached Korilla about contributing its story to the blog and Korilla agreed.  However, the circumstances of this past week would throw a wrench into the best laid plans.  It is sourtosweet’s hope that Korilla will find time in the near future to discuss how they have begun to build a Korean BBQ empire on the streets of New York City.

According to Korilla’s website, the company’s opening day was October 18, 2010.  Opening day was preceded by an extensive planning phase that began as early as 2008.  Since opening day, it appears that Korilla has experienced tremendous success as evidenced by the addition of two food trucks to its fleet.  The additional trucks came on line early this summer.

Sourtosweet had the opportunity to travel to the corner of Varick and Vandam in Soho this week to sample Korilla’s fare.  At 1pm on a Tuesday, hungry New Yorkers lined up more than halfway down a long city block waiting for the distinctive tiger-striped Korilla truck to open shop.  The line can be attributed in part to Korilla’s effective use of the latest social media tools.  For instance, Korilla tweets its truck locations and latest updates to its twitter audience.

When the truck opened its doors, the service was polite and efficient.  The food was delicious.  Sourtosweet officially recommends both the pork and beef barbeque tacos with kim chi slaw and either the Korean BBQ sauce or the Korean hot sauce.

Based on what I have seen and tasted, Korilla is a very successful business which emerged despite and because of the economic downturn when a unemployed college graduate and his friends decided to share their love of Korean Barbeque with the world.

Hopefully, sourtosweet will soon have the opportunity to post a follow up on Korilla with more detail about the company’s birth, development and success.

In the meantime, Korilla, best wishes on continued success!

If you have, or someone you know has, successfully pursued their passion despite this tough economy, please contact me here.

© sourtosweet

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