That dude responsible for shoving that korean bbq taco truck down your twitter throat finally grew a set and severed ties with the overhyped Kogi.
Mike was the brand/social media guy for the Kogi taco truck that serves you Yoshinoya in a tortilla and calls it a viral food-nomena. You can thank him for the totally ignorant and pompous phrase “the Kogi Effect”, because God knows every single thing that gets huge in two weeks needs its own catchphrase.
Not that there’s anything wrong with being good at what you do, and Mike was very, very good at turning a rolling gimmick into a culinary sensation. You probably think Mike got rich off this venture, right?
Wrong. It seems following allegations (via deleted tweets) of misuse by Kogi, Mike Prasad has finally confirmed that he is no longer with the ungrateful company he basically put on the map.
Yes, you read correctly; Mike will no longer be putting up with Alice Shin’s taco-fueled demands – and by all accounts she is VERY demanding, to put it nicely. Several sources claim she is a “complete pain in the ass to deal with”. She is no doubt tossing beef all over the truck at the thought of losing the man behind their success.
I say good for Mike. He took a task that was challenging and probably unfulfilling and turned it into a roaring success beyond all expectations. He could – all problems with Kogi aside – be quite proud of what he accomplished. Without his genius for grass-roots marketing, Kogi is now just a bunch of orange taco trucks driving around LA.
Our advice? Hit the grilled cheese truck. Better food, and less attitude. And if you see Mike, congratulate him. He is moving on to bigger and better projects with his head held high, and he deserves it. He stood up to the Orange Terror, and it made a man out of him.
Sketch of Kogi BBQ truck by SHIHO NAKAZA
