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Not even 24 hours after a post on LAist about Baja Fresh's suspiciously sounding Kogi BBQ-like menu spread through Twitter, the Orange County based company has changed their word usage and released the following statement by Chuck Rink, president of Fresh Enterprises, which owns Baja Fresh:
Baja Fresh wants to clarify that our Korean BBQ style “Kogi” chicken and beef tacos and burritos, concept testing right now in one Irvine store, was by no means intended to seem “stolen” from the famous LA-area Kogi taco truck.Rather, we were under the impression that “Kogi” was the generic word for Korean BBQ style. We have since learned “Gogi” is the general word and will be moving to change our naming to Gogi, for the Irvine store, and for any future roll outs of these products.
We admire greatly the success and popularity of the food items from the Kogi taco truck, and Korean BBQ style food overall.
As always, when our customers are interested in and demand a food offering, we often do what we can to get that food into our stores.
We are really excited about all the buzz and interest in our Korean BBQ style Tacos and Burritos, and hopeful that we can extend beyond Irvine, giving fans more choices, including, always, the original Kogi taco truck.
It was inevitable that Kogi BBQ's success would inspire others--come on, look at the hordes of mobile food trucks already out there in just over six months since Kogi began--but Baja Fresh was entering a sticky trademark territory. We have to say, it's an honorable move by Baja Fresh to listen to its customers and make changes so quickly.
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Um...wow, they have quite the naming brain-trust over there at Baja Fresh. I also heard they are changing their "tacos" to "dacos". Have we lost all creativity people!
They should call it Yogi and use a cartoon bear to help promote.
My guess? The Baja Fresh marketing team was LLLLLLLL'ed to death by aLice.
Well played sir.
I love the Kogi trucks as much as the next person, but I tried to go twice when they were in Orange and both times, the lines were over 3 hours long, they were there only after 10pm, and they limited your purchases to $10 per person. Not very consumer friendly.
So now Baja Fresh uses their idea (gee, similar foods in the industry - who woulda thunk it?). And all the little Kogi BBQ followers get their panties in a bunch. If Kogi BBQ wants to respond, they need to keep innovating, get a truck down to Orange, and keep it in Orange so the lines aren't 3+ hours each time you want to eat.
I'm headed off to get Baja Gogi (I thought Kogi was Korean for the BBQ food they were serving as well - who cares if it's Gogi or Kogi??) and I'll enjoy every last bite of it. Kogi seems committed to LA, so as long as they stay up there, I'll be going to Baja Fresh once or twice a week for their very tasty Gogi tacos and burritos that come with free chips, great atmosphere, a line never longer than 5 people, and prompt service.
I hope Baja Fresh keeps the pressure on and drives Kogi to return to OC with new offerings. But all those that cry foul about them copying Kogi BBQ should just realize that it's standard in the food industry. If something works, there will always be someone to step in and imitate. It is the sincerest form of flattery they say...
Kogi is a trademark, that's why it's a big deal. Not only are they stealing their product (which is fair enough) but their unique name as well (which is definitely not fair and illegal as well, if it's properly trademarked).
It's not worth it. Don't worry. It might not be consumer frinedly for a 10 dollar limit when you're buying it, but think about the 50 people behind you. Imagine if one person ordered 100 tacos and they ran out. It's fair at least.
kogi/gogi is the translation for "meat" in korean.
kalbi/galbi is the word for the korean bbq shortribs.
the tacos should have been called
baja fresh kalbi tacos.
either baja fresh was trying to rip off kogi, or they have a really bad research team that needs to be replaced.
They just should've anted up that they were "paying Homage" to the other truck.
Now they just seem all B.S.y.
well said
They pretty much said it's paying homage to Kogi BBQ / Korean BBQ:
http://twitter.com/boldbajafresh/status/2681439074
Wow, fail replies on this blog. I click one, and it replies to the other. Nice.
"was by no means intended to seem “stolen” "
ummm then they need to get their PR. wonks in a row on this one then.
wait, it's the mayoral blogger snafu all over again.
Have you guys mentioned that Taco Bell now has a taco truck on Twitter?
http://twitter.com/Tacobelltruck
I'm pretty sure that means the Rapture is coming.
ummm, slight correction.
i think you mean that the rapture has *arrived*.
This just in. -El Pollo Loco now changes the name of Asada Tacos to Pasada tacos in order to avoid potential legal troubles with taco trucks...
Seems pretty silly. There's no direct translation so both the Kogi/Gogi are MEAT in Korean. "Korean style meat" tacos seems pretty accurate as a vague description.
Besides that, considering how Kogi is so unprofessional and couldn't even get an OC work permit assuming the L.A. one covered them, I would imagine any Baja Fresh legal team would run circles around them if this ever was to go to court.
I disagree. Kogi the taco truck has an earlier claimed first use and trademark application which predates Baja Fresh's.
Baja Fresh's legal team would be on pretty shaky ground relying on the idea that the work "kogi" is too generic to obtain a trademark. Especially since Baja Fresh themselves applied for a trademark in "kogi" for merchandise as well as food.
Being called out on it early in the Twitter/Blogosphere just raised the stakes early of Baja Fresh being liable for intentional trademark infringement, which equals big bucks in a case like this.
Kudos to Kogi truck's attorney.
Also a great case study in social media accelerating the resolution of an IP dispute outside the courts.
Silly 바하 프레쉬... Next you will learn that Corea is spelled with a C!
Cogi!!!
FTW!
so i'm guessing that most of you have all had the Kogi truck taco's.
but out of curiosity, have you all had authentic korean BBQ from either a sit down korean restaurant or home made?
Dude, this is Los Angeles, I'm pretty sure way more people have had kobbq than kogi tacos..
Baja Fresh has always seemed like a pretty cool company, so I actually don't doubt this was a harmless mistake. Either way looks like it has worked out well for Kogi.
Why does it matter?
doesn't really matter but im curious to what people think of kogi after eating real korean BBQ.
do they like it more in a taco, or traditionally with rice and the sides.
So that last comment was not supposed to be a reply. LAist, your comment system does not work properly. I unchecked the reply to box.