If you mention the menu "Stir-fried crab with curry powder" must be given to "Somboon Seafood", the original restaurant for the deliciousness of fried crab with curry powder. Using crabs from the Gulf of Thailand stir-fried with rich curry powder sauce Mellow taste, pleasing to Thai and foreign people. Until the world media like CNN praised it for the most delicious and delicious curry crab in Asia. There is also a menu that is famous for Baked Shrimp with Glass Noodles That received a Michelin Guide award. And Tom Yum with River Prawn Award-winning local food that cannot be missed From the Tourism Authority of Thailand. So, it is no wonder why "Somboon Seafood" is one of the destinations for foodies and tourists from all over the world visiting Thailand. And it is also a store that has been used to welcome countless visitors, residents, city guests, and celebrities from around the world. Khun Somboon Srisharoensukying (Khun Nok), the son of the restaurant owner who has the same age and has the same name as the restaurant tells us the story of doing business through the crisis, overcome challenges and stand up to this day for us to listen.
 

From a small dessert to the legendary big dish
 

Before becoming a restaurant Somboon Seafood Khun Nok's father and mother opened a shaved ice and the duck porridge restaurant in Sam Yan area before. When they began to have more children Khun Nok’s father, therefore, wants to switch to selling food that generates more income for his family. But coming later and wanted to win must be special. Therefore, invented a unique menu of fried crab with curry powder. Use sea crab instead of blue crab and came up with a new recipe for curry powder sauce to have a uniquely delicious taste. Auspicious opening of a Thai-style seafood restaurant with Chinese food was opened in 1969 and named the new restaurant after Khun Nok. Which was born in the same year that the restaurant opened.

The origin of the name "Somboon" went back to when it was a confectionery and duck porridge restaurant. Khun Nok’s mother at that time was pregnant. There was a soldier who was a regular customer of the store. he told her the unborn child will be a boy. And if born, give the name of Sor in front. Will it be by chance or because of miracles? No one knows. The child was born as a real man. But after giving birth to Khun Nok no one saw this customer again

The beginning of the branch expansion

Somboon Seafood's first shop was a small shop adjacent to the fence of Chulalongkorn University. Most of the customers are people working in Sam Yan and Silom area. Later, Chulalongkorn University informed me that there would be expropriation of land in the Sam Yan area. Khun Nok's father and mother had to look for a way to open a new store to accommodate the first store that is closing by looking at the location at Surawong. And this is the first step in opening a new store since you didn't have the idea of ​​expanding before.

After expropriating the land in the Sam Yan area Chulalongkorn University has given Banthat Thong area to open new stores. Somboon Seafood, therefore, opened another branch at Banthat Thong Road. Later, Khun Nok's sister saw a good location on Ratchadaphisek Road and opened another branch here. And followed by Udomsuk branch as the fourth branch, respectively

The first four branches of Somboon Seafood are all standalone branches. Therefore, when choosing a location for the shop, it is important to look at the road that people drive home mainly. So that customers can easily decide to turn their car into the store, do not waste time in the U-turn. And this is a small matter that is the secret to success, the first step of Somboon Seafood.
 

Jigsaw puzzles that must be completed

"Doing business is like a jigsaw puzzle. If complete, you will see a clear picture. ”Khun Nok told about the mistakes in running his own business. During that time as a young man, he had high self-confidence but little experience. Did the business just the way he wanted? he wanted to decorate the restaurant at Udomsuk to look modern in the Millennium style to get customer's attention. But it appeared that the customer refused to enter the restaurant because it seems to luxurious. It became a lesson for Khun Nok to learn that to start doing whatever, you must first go into the area to find out who the customer is, what they like, and what kind of lifestyle they have. Then go to design the store to suit the customer. A restaurant with a touch of reach makes it easier for customers to make choices.

Khun Nok also applied his father's idea of ​​keeping small. Because when the restaurant owner makes himself small, no one will know. Therefore, able to easily disguise and reach customers. By entering the restaurant and keep listening to what real customers think and look at the menu and are they have a question? Keep an eye on how to order food. When found that the food photos and the menu names do not match. Was brought to improve there are numbers added to make it easier to order, etc.

The path of opening a restaurant in a mall

With the price of land continuously rising in many areas. Causing the need to stop opening the Stand-Alone branch. Together with that period, the construction of Chamchuri Square began to take shape. Khun Nok’ father therefore said that if opening the first branch in the mall, let's open where it had been before. Because Somboon Seafood, the first restaurant was at Sam Yan. Opening the first store in a department store at Chamchuri Square is like returning to the old place where the family was bound.

Khun Nok told us about going to the area to open a branch in a department store that he spends months on the occasion provided each day to personally explore the customer base. For example, Siam Square One branch Not just a group of teenagers but there are still groups of tourists who travel, BTS likes to dress comfortably in T-shirts, shorts, carry a camera, come to NaRaYa shop. Therefore, the design of the store must make this group of customers feel comfortable. There is space to place shopping bags. While the nearby Central World branch is a group of Chinese tourists walking from the Erawan Shrine. And often come with large tour groups or come together as a family. The news distribution must, therefore, inform the tour company that Somboon Seafood has opened at Central World. There is a large round table to accommodate customers who come as a group. Before deciding where to open a branch, going to the area embedded in that area to find real customers is very important to Khun Nok. As in the case of the Central World branch Has entered the area Walk around for about 8 months to make sure when the store opens there will be customers.

Being observant also allows Khun Nok to see the behavior of different customers in each group. For example, Japanese people like to eat steamed shrimp, fried morning glory, and fried crab meat with curry powder because they don't like it break the crab shell themselves. Koreans love to order sour soup because it is very close to kimchi soup. Chinese tourists enjoy desserts like mango sticky rice before and after meals and like to order food that focuses on large dishes. As for the westerners, they will not eat shared food. But who will order it. In doing business, it is important to know them to know us in order to truly reach and understand our customers.

Strategy through the crisis, overcome challenges
 

After opening more branches in the mall Khun Nok, therefore, focuses on tourist marketing mainly. Especially the largest group of Chinese tourists. Until 2019, the Chinese economy slowed from the trade war. Fewer tourists in Thailand. Khun Nok then suspended the opening of a new branch first. Then come to think of ways to make customers think about Somboon Seafood as the first choice. But came across the COVID-19 situation before. The spread of COVID rapidly Making it necessary to prepare to anticipate every possibility in advance what will happen. If the airport is closed, the country is closed, all tourists disappear. It is a conscious look forward. To find a solution for the family business together with everyone in the company.

When the airport shutdown was announced, the mall closed despite the problem of half the revenues from the tourist group disappeared. But the employees' problems must be resolved first. Because employees are the key is like a business assistant. Everyone will be taken good care of. No one left behind. Able to come and eat at the restaurant for all three meals. Anyone who has financial problems without accommodation can come to sleep on the upper floor of the restaurant.

During the closing announcement, although the mall allowed to do delivery there were obstacles in the transportation of raw materials and items. Khun Nok then temporarily closed the branches in the department store and used all 4 Stand Alone branches as a food hub for delivery. There is a cook alternately helping with the work. As for the staff at the department store, Khun Nok announced a request to volunteer for a male employee with a motorbike and use Google Maps to help deliver food.

The packaging for food delivery was thought to be done right then. Find many kinds of packaging in the market, try and get it wrong, and find the best way to deliver food to customers. To provide customers with a pleasant experience. But by being a beginner in doing delivery Inevitably, mistakes are commonplace. When the customer complaints, thanks to the voice from the customer makes it known that there are errors and can be fixed at the point. Which the main problem was found in the food containing the water When it reaches the customer's hand and spills it with other food. Causing the need to switch to separate food sealing Custom made seal bags to fit each type of food. Until it comes out as packaging in a standard format

Adjusting strategies for the COVID-19 situation

When COVID-19 Causing the need to maintain a distance between them the large plate of shared food was therefore reduced. Turned into a bento set You can choose 2 dishes for one person, full and value. When the COVID situation intensifies There is a campaign to stay at home and stop the infection for the nation. Many organizations have policies for employees to work from home. Therefore, a set of delivery meals for the family to eat together while working at home. Customers can choose the menu in the set as well. It is an adaptation to the actual situation that occurs. Think about how to cope with and solve problems with consciousness. Along with the idea of ​​making a food delivery order system. After previously thinking about it, but I haven't done it yet. Somboon Seafood has adjusted until there is a variety of delivery channels, whether it is the store's LINE, LINE Man, Grab Food, or the call center at 063-209-6969, etc.

After the unlock down the restaurant is open for dine-in. Each branch has a new seat to be spaced more apart. As for who came together can still sit at the same table at a distance. During one year from now, Khun Nok has set a sales target that Must achieve half of the pre-COVID-19 period. But this half is a much more difficult and challenging problem. Because online customer groups are groups where every shop wants to win. Therefore, having to find a way to share customers online to replace as many of the same tourists as possible.

Ideas for doing business successfully

Khun Nok is a movie buff who watched countless Thai and foreign movies. Khun Nok's favorite story is Game of Thrones, which is a full-fledged series. And get an idea of ​​how to apply it to the business.

Khun Nok used to do a questionnaire to find out what character he is in the series. It appears that it fell to the character named "Terian" 3 times. This character is a planner. The person behind helping King who is very similar to him. Because Somboon Seafood was founded by his father and Khun Nok is responsible for planning the strategy for his father. So, everything must be thoughtful because every decision It can always make a positive and negative impact. It is like the decision of a character "Tyrian" who has decided to do something. Everything has its consequences. So, when looking at the characters had to look back and see ourselves. What kind of person do we want to be? Or what kind of businesspeople that we choose. And when having to meet the challenges of life, what Khun Nok chooses to do is staying conscious in the real situation and find a way out of that situation as quickly as possible.

Source: SCB TV in the series "In Food We Trust", episode "Proof of Restaurant Legend" by Mr. Somboon Sricharoensukying restaurant owner Somboon Seafood Broadcast on SCB Thailand Thursday, June 18, 2020