Site, service, food quality behind 'So Good' success

“The keys to our success in running a restaurant business at Phayao Lake in this northern province are the location, service and the quality of our food. These factors have driven strong growth since we established So Good in 2013,” he said.
Before opening So Good, he started off in the restaurant business by operating a small eatery close to the lake, as he was not confident that a larger establishment would be successful in the quiet northern province. But Satjavit was pleasantly surprised that his small restaurant, with only 10 tables serving a maximum of 40 customers at a time, managed to generate income of around Bt12 million a year.
This inspired him to expand his business when the owner of a location beside Phayao Lake agreed to offer him a leasehold contract.
“I wanted to open a restaurant at this location before starting my small restaurant, but at that time the owner did not want to offer a lease on the land. Since he changed his mind, we have been able to expand our business at the best location, with a panoramic view of Phayao Lake,” he said.
Two years ago, he invested Bt6 million in opening the So Good restaurant, which has 50 tables capable of catering for up to 400 customers at a time.
Part of the investment was from his savings and the remainder in the form of a bank loan, which was guaranteed by the Thai Credit Guarantee Corporation.
In the first year of operation, the restaurant generated revenue of Bt25 million, which was above expectations, with up to 70 per cent of the clientele being locals, and rest comprising tourists visiting Phayao Lake or travelling through the province to other northern destinations.
“Our sales increased 5 per cent in the second year, which is good for the business and also a challenge for us to continue expanding in the future,” said the restaurateur.
To support sustainable business growth, Satjavit, 38, said he had implemented a training programme with a view to his 62 staff performing their duties to the highest standard.
For example, chefs have to ensure they develop a menu and quality of food that fully meet customer demand, with a standard and variety of food that enables future expansion.
The waiting staff, meanwhile, are fully trained in how to serve customers and how to meet their every need, as satisfied customers are more likely to return time and time again, he said.
“All of our training is geared to business expansion and the goal of opening our next restaurant [in three to five years], because our employees are the key to driving business growth for the long term,” he added.