Fast food is getting a makeover.
LocoL, the brainchild of Roy Choi (Kogi BBQ) and Daniel Patterson (Coi), is hitting LA’s Watts neighborhood on Jan. 18. And if they have their way, they’re going to revolutionize the way people consume fast food. Per the website’s mission statement:
“We fundamentally believe that wholesomeness, deliciousness and affordability don’t have to be mutually exclusive concepts in fast food. We believe that fast food restaurants can truly empower the communities they currently underserve. We believe that the giant corporations that feed most of America have degraded our communities by maximizing profits over decades. We believe that chefs should feed America, and not suits.”
Choi, a pioneer of the food truck movement, announced the plans for LocoL at the MAD4 food festival in Copenhagen. He spoke of how current generations have been “brainwashed” into thinking the unhealthy way fast food is now is the way it has to be.
Diners can expect typical fare like burgers, fried chicken, rice bowls and vegetables. But there are a few tricks up the cooks’ sleeves–Choi unveiled a sneak peek at the Foldie, a quesadilla and taco hybrid.
Choi acknowledged there has been fast gourmet dining before, but hopes LocoL will help people take a new look at fast food. The difference between a $2.99 and a $5.99 burger might seem miniscule, but consider how often fast food is consumed. Even 30 visits in a year is an extra $90, which is sometimes money people can’t afford to spend. The core idea of LocoL is getting meals with a similar look and cost of current fast food, but rich in nutritional value. It’s a challenge, but one Choi and Patterson are up for.
“Who else is going to care as much as a chef?” Patterson asked during the MAD4 presentation.
If the recent pictures from Choi’s Instagram are any indication, there’s a lot of care involved in LocoL’s creations.
There are already plans for a second location in San Francisco’s Tenderloin neighborhood later this year. And for those near Watts, the first 100 guests in line receive free food, a T-shirt from partner Undefeated, and complimentary hugs. Get those taste buds ready.