although “Isaan Restaurant” There will be in every alley in Thailand. But if it is a favorite restaurant, there are probably not many because of the “hand taste” of Mae Krua, which has different levels of spiciness and spiciness in attracting customers. Today, Brand Buffet brings you to know. Khun Tom-Nattaphong Saehu and Khun Om-Natakorn Chiwarangsi, two young founders of the brand. Spicy, spicy (Phed Phed) An unusual Isaan restaurant, both “taste – presentation” and the concept of “owner”.
Mother’s hand taste, the beginning of spicy, spicy
“Spicy, Spicy” (Phed Phed) It arises from trial and error in doing business. From the beginning with selling handmade bags at the famous department store in Ratchaprasong area. But the bombing incident in front of Brahma has caused the main customers to disappear. They both have to adjust quickly and look for new things. What I like is “food” that I have tried to sell small. But the response has been very positive.
Mr. Ohm-Nattakon Chiwarangsi and Mr. Tom-Nattapong Saehu
Although Tom’s family runs a Chinese table business But until he reached his generation, he had not inherited it. The rest that came to him and brought to the top is the “experience-central kitchen-recipe” that has become an important “treasure” that allows them to continue their business today.
“I’m a foodie. And always go to find delicious restaurants to eat, but in Bangkok, the corner of Isaan food feels The taste of northeastern food that is mouth-watering There will be only the taste of my mother’s hand,” said Tom.
as a “Nakhon Phanom” Tom’s stuff made him appreciate the taste of Nakhon Phrom fish that was different from other provinces. which he said that the recipe for fermented fish cooked by his mother sent from Nakhon Phanom province when arriving in Bangkok The recipes and flavors are blended into 5 secret recipes, so you won’t know what the ingredients are in the fish shop, but it’s definitely delicious. It became a selling point that was later used in the cooking of “spicy spicy”.
As for the origin of the name, spicy, spicy, Ohm said that he searched the Internet and found a description of Isan food. “If foreigners want to eat Isaan food with traditional flavors, they must order spicy and spicy to get the original taste. That became the name of the shop until today.
strategy “Thai special menu” Responding to bored customers
Tom and Om talk about the beginning of the extension from a bag repair shop. To become a restaurant, listen to that. “At first we had an a la carte menu. Then gradually add Isan food into it. because they want more people to order and sit and eat longer But the northeastern food menu is the same, so we started to come up with a special menu.”
The main highlight of spicy and spicy is “creativity”. Mix and match this to create a new menu, a special menu (more than a regular menu), but it is unbelievable that the taste is delicious. for customers to have new experiences that customers can’t find anywhere else responds well to consumers in the boredom era, for example Tum khanom jeen, crab meat, scallops, pickled vegetables, pickled fish, roasted shrimp paste rice, raw grape salad with shrimp paste, tiger meat waterfall, tam Nong Nong, blue crab, fresh shrimp, fish, noir sud, etc.
Creativity in the arrangement of dishes and ingredients in each menu
Pork Loin Fried Rice Som Tum with Thin Noodles Strawberry with Shrimp Paste These menus are considered new menus in the eyes of customers. Although the price is high, but everyone is willing to pay. Because people tend to want differences in eating.
Although the food prices are a bit higher than the surrounding restaurants. But customers may see it as a new menu that is worth trying. which they are willing to pay This is known as one of the strategies that distinguish them from their competitors with exceptional ingredients and creative flavors.
When there is a great menu that people like. Surely there will be menus that will not survive as well, such as Laab Tod, Popia Laab Cheese, Omelette Cake, but the reason why these dishes cannot go further. Not because it tastes bad. But because it takes a long time to do Raw materials are in short supply and not worth doing each time.
“This omelette cake menu is very popular with customers. Sounds like a simple menu. But it takes no less than 20 minutes to do. Use several bottles of oil at a time. Plus we have to change the stove more often. After calculating, it’s not worth selling, so I decided to quit.”
Creation of new food menus not to be monotonous Must be seen as a menu that can come back to eat often. Don’t need a lot of garnishes The taste is spicy and mouth-watering. and must use raw materials to be worthwhile, such as grilled pork neck before ordering raw materials Must calculate first that the grilled pork neck can be adjusted to at least 5 menus such as fried rice, larb, and yam to make it worthwhile to order.
6 branches, over 1,000 menus, unique flavors
Doing business in this era has to be different. The word “6 branches, unique menu” has become the main concept of spicy, spicy for all 6 branches like
-Phed Phed Cafe’ Pradipat 20 : Popular menu that creates a taste for all groups. Anyone can eat
-Phed Phed Lai Phaholyothin 8 : The first branch that collects a single dish of great recipes. that can be taken back to eat at home (But customers like to eat at the restaurant more)
-Phed Phed Bistro Ratchaphruek : a restaurant for family There are various menus to choose from with mother’s recipes.
-Phed Phed Ground Khlong Lat Mayom Zone 3: Presenting authentic Isan food For those who like local dishes that Isaan people must eat!!
-Phed Phed Hey! Mahanakhon : a branch that collects the outstanding menus of each source together.
-Phed Phed Pop Central Chidlom : When you think of Isaan food. What will you think of? Here you can taste delicious dishes that are easy to eat for all ages.
When they first opened the restaurant, Tom-Ohm did not expect that they would have thousands of menu items. But because they want customers who come to the restaurant to taste a variety of food. and inventing special menus until they are always in the mouth of customers Making the number of different menus in each branch now up to 80%, the remaining 20% are similar menus. This unique menu can be called a self-indulgent invention. (But the pressure has already been tasted by the mouth of the people who tasted it)
Khun Tom added, “If customers like the same taste that we like. It’s a good thing. because we don’t want to adjust the taste continuously according to trends that change every year But I want our menu to be unique. Therefore, we want to keep it outstanding and let customers tell each other more. It becomes a selling point rather than spending money on promotion through various media.”
That’s why we have developed a lot of food menus. and put differences in each branch For customers who want novelty and can choose according to their preferences. as well as distribute customers with different preferences to try all branches also do not want customers to be concentrated in only one branch
Every dish is heavy and uncompromising on quality.
If anyone has gone to taste the food at the spicy restaurant. must meet these The number of employees is large, the dishes are large, the taste is spicy, and the prices are higher than other restaurants.
Which Khun Tom-Ohm told us that the main cost of the shop today Emphasis is placed on the cost of raw materials in each menu and staff wages. the so-called proportion shared at 50:50 The reason for that is because Tom is a heavy man. Put a lot of ingredients! But they didn’t think of any effort to reduce costs at all.
“If new customers come to the store, they will order a lot. because I thought that our restaurant would serve small dishes But the regulars will gradually Order one dish at a time, don’t order a lot because I’m afraid that I won’t be able to eat it all. Because we sell without focusing on quantity but focusing on quality.”
Even though each menu has a large size per plate. But the number of orders each day is not less at all. In small branches, customers order at least 500 dishes per day, or in larger branches, up to 700 dishes per day.
Therefore, planning in terms of working for employees in each branch must be clear in their duties and meet the same standards. because it can help reduce errors
which branch employees now If it is a large store, there will be up to 30-40 people, all of which must work with the same standards. Before the staff and the chef can be stationed in front of the shop. They must have training in the field of information. The cooking process and every detail over 2 months so that everyone works perfectly and understands the same.
“We are a very strict restaurant. If the employee does not follow the rules of the shop, such as cutting vegetables or meat that are raw materials before ordering. because it will lose its delicious taste Seems like a small thing But if the ingredients are not of good quality, we will not serve. We used to fire employees for disobeying small matters. They have arrived.”
“When we order In addition to the supplier will choose what is good for us. When it comes to the store, it’s best to check again. Before cooking because we want customers to eat the best food. for them to spread the word and come back to eat at the restaurant again. with confidence Because this is the “heart” of the restaurant business.”
Each new menu will come out to customers. It had to be tested and tasted dozens of times. to find the best flavor and pleasing to the taste of customers
“I rarely eat at the restaurant at all. I get very bored. I’ll have to taste it until I get the flavor I like, up to 30-40 times, if it’s still bad, I’ll have to keep adjusting it. until it fits That makes it possible to successfully open each spicy and spicy restaurant, it can be said that they have to taste it until the last minute before the shop opens,” said Tom.
Always “learning” for customers
Even though Spicy Spicy has been open for more than 6 years, they still don’t think they’ve been successful. And they are still improving it to be better. There are as few mistakes as possible, so it’s always a good idea to try to improve.
For example, going to taste famous restaurants that are popular on the internet. It’s to learn, experiment, and come back to analyze why people like that flavor. Which menu is delicious? including the table setting, various dishes To understand consumers (customers) and always understand the taste trends.
Advice for young people who want to do business So I want you to start with your preferences. try to find yourself and don’t be impatient If there is a problem, gradually to be corrected Because doing business in this era Not thinking of doing just following the trend. but must have a clear plan have working capital Including having a distinctive selling point and maintaining this uniqueness Because it will help the business to survive further.