“Just like many other businesses, Baan Somtum has grown from a humble origin. We started off just as a small eatery inside two rowhouses. Before that, my mom discussed with family members about what to do next as she wanted to quit being an office worker. As our family usually enjoyed Isan food together, my mom decided to set up an Isan restaurant on Phutthamonthon Sai 2 Road in 2005. We have then gradually added more branches until we now have operated 11 outlets,” Mr. Peeranat said.

Graduating and working in communication-design field, he recognized that he would need to play an entirely different role as soon as he jumped into his family’s restaurant business. Yet, he agreed to build further on what his mother had started.

“Since my secondary-education years, I have seen two sides of things. One is about my passion and the other funds my passion. So, I decided to leave my job and help with my family’sbusiness. In the beginning, I focused on tasks matching my expertise, such as designing new menus and taking photos. I initially handled just Marketing and Sales. But over time,I have overseen everything,” Mr. Peeranat added.

“My mom had already done a lot for Baan Somtum. What I need to do is just building up further success based on her foundation. In the beginning, we seemed to have different opinions. But we have already patched things up becauses the bottom line is that we have seen eye to eye about what will be good for our business.”

BRINGING SPICY DELICIOUSNESS TO ALL CORNERS OF TOWN

During Baan Somtum’s growth, it has beaten several challenges while being well focused on food quality. Therefore, it has managed to become a top-of-mind brand among urban consumers.

“For example, just one year after we opened our first branch, road construction began in front of it. Then after we launched our Phra Nangklao branch in 2011, big floods struck. Things have fallen into place only after we opened our Sathon branch. Via that outlet, our brand becomes widely recognized among Bangkokians and foreigners,” Mr. Peeranat said.

“Our strengths are easy-to-enjoy Isan dishes, pleasant decor that suits families, and consistent taste. No matter which of our branches you drop into, you get the same taste. We have a central kitchen to uphold quality and standard.

“As the COVID-19 situation has eased and tourists have returned, we now consider opening more branches. To support our business expansion, we have paid attention to suppliers and farmers too. Without empowering the supply chain, some ingredients could become unavailable. Our supplier of traditionally-made Palmyra palm sugar once told us that supply could be exhausted because it was getting so difficult to find someone to climb high trees to collect palm fruit. So, we explored solutions together and successfully found the right innovation. To get quality ingredient and support mutual growth, we are willing to go that far.”

PACKAGING SOLUTIONS

“Baan Somtum has worked with SCGP since the time my aunt was in charge of procurements. After I stepped in, I too get impressed. SCGP listens to our pain points and develops tailor-made packaging for us,” Mr. Peeranat revealed.

“For example, our box for snapper dishes is customized to fit our standard fish length of between 11 and 12 inches. Boxes available in the market are usually 10 inches long only. If we use the 10-inch box, we will have to cut the tail of the fish and the dish will not look as nice.

“Thanks to SCGP, not only that we get the right length, but we also get a stronger and more efficient container to protect our fish item. SCGP intentionally adds extra durability and lid lock after hearing from us that such big boxes are usually put at the bottom in delivery vehicles. I am very happy with the box SCGP has produced. Today, food packaging is important because delivery sales now account for between 50 and 60 percent of our sales. Baan Somtum is looking forward to developing more things with SCGP because this partner has understood our hope to lower cost as well as environmental impacts. Such focus promises to ensure the sustainability of both our business and the environment.”