Gourmet food trucks add cultural flavor and a variety of cuisine to the streets of Los Angeles. The gourmet food truck craze began with chef Roy Choi’s truck Kogi in 2008, where he fused Mexican tacos with Korean BBQ and utilized social media to update the masses on the truck’s location. Other trucks followed quickly, with the most successful ones combining quality food with unique branding and a strong social media presence. A far cry from the “roach coaches,” as the traditional taco trucks serving construction sites were called, the gourmet trucks feature restaurant-quality food, colorful decorations, and attract people from all socioeconomic levels. The industry can be a lucrative one, with the Grilled Cheese truck company recently valued at $100 million, and some trucks are able to pull in thousands of dollars in sales in a single night at truck gatherings like First Fridays in Venice. What started as a trend with one truck is now an integral part of the food culture in Los Angeles.