"We’re going to build a concept that has the heart... of a chef, but it’ll have the relevance of McDonald’s or Burger King," Choi explained at the time. "We’re going to go toe-to-toe to see how we can challenge the status quo of fast food."
It’s a bold statement, but LocoL’s got bold talent backing it. The advisory board includes René Redzepi, ultra-modernist chef of Copenhagen’s Noma and hyped subject of Netflix documentary Chef’s Table. Chad Robertson, James Beard Award-winning pastry chef of San Francisco’s Tartine Bakery, is also on the team.
In Choi’s trademark renegade style, LocoL’s bucking fast-food industry norms. For starters, the restaurant thumbs its nose to the frozen, chemically engineered products that McDonald’s and Burger King have relied on in their quest for world domination. Choi and Patterson insist on cooking everything from scratch, without preservatives. And, instead of bulk-buying discounted ingredients, LocoL sources its meat and veggies identically to Choi’s other upscale eateries. “[The] supply chain will be something we have to deal with later as we grow," he told us on opening day. But for right now, it’s working.