LA Times food writer Jessica Gelt goes where any reader would expect her to in today’s piece about Vegas food truck sensation Fukuburger coming to Hollywood in the form of the first of up to ten planned bricks and mortar LA locations.
It’s pronounced “foo-koo,” she cautions, despite the name’s striking similarity to the expression a late night partier might favor at the upcoming Cahuenga Blvd. location if-when the patty arrives well-done rather than medium rare. Still, Gelt couldn’t help but throw the obvious question to LA concept importer Harry Morton:
Things become even more suspect when one discovers that Morton owns Pink Taco. It’s a curious little empire he’s building, but on the phone after a lengthy business meeting Morton quickly dismisses potential gigglers.
“The brand is very established in Vegas, and most people know how to pronounce it,” he says. “Once we’ve been here awhile the same thing will happen in L.A.”
A second Pink Taco is scheduled to open in November on the Sunset Strip to go along with the original Century City Mall location. Morton meanwhile tells Gelt he already has the Koreatown space picked out for Fuku #2.