Restaurant upgrade

[Guest]

Oam-Thong expands

 

New outlet called Naj opens on Soi Convent

 

Naj occupies a refurbished 100-year-old house with a variety of dining and entertainment experiences on offer inside.

The operators of the Oam Thong restaurant have spent 10 million baht converting a 100-year-old house into an authentic Thai-style restaurant that will open today under a new brand, Naj, in Soi Convent.

 

Luckananaj Markawat, managing director of Oam-Thong Royal Thai Co, the operator of Oam Thong restaurant in Sukhumvit 33, said the house built in the reign of King Rama V suited the company's architectural plan for its prototype.

 

She said the location also fit in with the restaurant's target group due to its prime location on the busy side street between bustling Silom and Sathon roads, a major business district.

 

The new restaurant is three storeys and has 550 square metres of usable space. The basement level will serve as a wine cellar.

 

The first floor is decorated like a living-room and will be a meeting place with jazz music, while the second floor will be available for private functions and offer Thai classical music performances.

 

''The third floor will be rented out for private parties. A private bar where guests can mix their own drinks will be opened on this floor,'' she said.

 

The company has signed an agreement for six years to rent the building for 200,000 baht a month. The owner expects the restaurant to generate 40 million baht in revenue by the end of the year.

 

Mrs Luckananaj said Naj would be the company's brand for a planned international franchise operation.

 

''The name Oam Thong is difficult for foreigners to pronounce. So we are using the name Naj but plan to maintain the restaurant's original concept of 'East Meets West'. Our food has a real Thai flavour but it will be served in a western style,'' she said.

 

A franchisee will need to invest at least 15 million baht to open a Naj restaurant abroad. The franchise fee will be around four to five million baht while royalty fees would be 5% of monthly gross income.

 

''Franchisees will get our restaurant operating manual, interior design and kitchen layout plans and help with finding a location. We're talking with an investor about opening the first franchise branch in Japan,'' Mrs Luckananaj said.

 

In its first overseas venture, the company sold a franchise to be opened in China's Shenzhen district under the Oam Thong name to a Singaporean investor last year. But the deal fell through due to the Sars outbreak, she added.

 

The original Oam Thong restaurant was established in 1984 with an investment of 210,000 baht and has been quite popular with foreigners and Thais alike. It started out with nine dining tables and now has 30 and can accommodate 150-180 guests.

 

HT