The munch with the crunch

AMONG THE GOODIES Thais bring back from Hong Kong and Singapore to share with friends and family is the addictive snack Garrett Popcorn. So it came as no surprise that the opening of the first outlet in Bangkok at Siam Paragon last Wednesday saw a long queue of customers all eagerly waiting to purchase their own bags of this crunchy corn that was named Oprah’s Favourite Thing in 2002 and 2005.

Despite the current political uprising and large crowds of anti-government protesters surrounding the mall, the popcorn sold out within hours on the first day. The prices aren’t cheap either. A small bag of plain or butter popcorn goes for Bt90 while the price of a two-gallon tin bucket of speciality flavours of almond, cashew or macadamia caramel crisp is a staggering Bt2,300.

Lance Chody, chairman and chief executive of Garrett Popcorn Shops, says he isn’t too worried that the current political strife will affect sales after the novelty has worn off. “We have faced many challenges, both political and economic, all over the world. We believe what we deliver to customer is happiness and expect many people will come to get their first taste,” he says.

The 45-square-metre shop on the ground floor of Siam Paragon is operated by Caramel Crisp Thailand Co, a joint venture with Suchad Chiaranussati, a real estate tycoon who runs Jungceylon mall in Phuket and the Millennium Hilton property.

“We’ve looked at Thailand for quite some time and spent a lot of money understanding the country and customers. We are very aware of the love Thai people have for Garrett popcorn via the requests from Thai customers at our website and social media. Because we stick to unique and exact ingredients, the flavours are consistent all over the world,” Chody adds.

The Garrett story began in 1935 at the Garrett family kitchen table when each family member was challenged to create a caramel popcorn recipe. One creation stood out from the rest, to the extent that it was called CaramelCrisp to distinguish its unique flavour and delectable, creme brulee crunch from the other caramel corn varieties that were available at the time.

The Garrett family opened its first shop at West Madison in the heart of Chicago in 1949 and refined its cooking process with the use of copper kettles, which are still used today. The brand expanded overseas seven years ago and there are now 40 stores globally with another 20 to be launched this year in UAE, Brazil and South Korea.

“We don’t sell popcorn; we sell sensational flavours. What we make is wonderful corn and caramel. Our popcorn is made fresh daily, one batch at a time, and contains no preservatives. The concept of fresh, hand-crafted popcorn in old-fashioned copper kettles is very unique and offers a special experience to customers,” says Chody.

You can enjoy the signature flavours of plain, butter, caramel crisp and cheese along with the speciality tastes of almond, cashew and macadamia caramel crisps. The most popular flavour is Chicago Mix – an intriguing blend of caramel corn and cheese corn that gets the salt-sweet combination exactly right.

The Bangkok store targets serving around 6,000 consumers a week and expects to become one of the top three grossing shops worldwide this year.

“The top two are Tokyo’s Shibuya and Chicago’s flagship. Customers at the Shibuya outlet average 700 to 800 per day with each spending US$17 (Bt550) each,” says Chody.

 

 

GETTING POPPED

>>Garrett Popcorn is on the ground floor of Siam Paragon. It’s open daily from 10 to 10. Check out “Garrett Popcorn Shops – Thailand” on Facebook.