Ones to Watch | By Sabrina
Davis
Fit2BThai
The top-selling item is the low-carb Drunken Noodle
dish, known in Thai as pad kee maw (pan-fried rice
noodles with chicken, chili, eggs, assorted fresh
vegetables, and basil leaves). “We’ve
taken many of the traditional recipes and translated
the names into English, so people know what they
mean,” Andy explains.
As they try to lift the veil of mystery surrounding
Thai cuisine, the Tjans also are changing the way
Thai food is served—trading the typical dark
dining room and closed kitchen for a bright atmosphere
and open kitchen.
“We bring the food to their table and try
to get to know every customer by first name,” Andy
says.
The dining area is a combination of sealed cement
floors and warm colored walls. The first store’s
footprint is 1,250 square feet, seating 45 people.
A second store is planned to open late this year
in Agoura Hills, 15 miles from Moorpark, with 2,000
square feet of space and seating for 65. A third
restaurant might come in 2009. The Tjans plan to
finance initial growth themselves before considering
involving investors or franchisees.
Fit2BThai
CEO: Andy Tjan
HQ: Moorpark, CA
Year Started: 2005
Annual Sales: Undisclosed
Total Units: 1
Franchise Units: 0
“I’ve already been approached by investors
and people interested in franchises, but we’re
just not ready,” Andy says. “I want
to grow slowly and methodically, so we can manage
quality.”
WHY IT BEARS
WATCHING: When Andy and Kesaya
Tjan were designing the Fit2BThai menu,
they assembled a group of waitresses
from Thai restaurants and asked them
to list their top 20 menu items.
“We took the top 15 from their lists,
which were almost identical, and then created
six items of our own.” Andy says most
Thai restaurants list 75 to 100 menu items,
which can be confusing for customers unfamiliar
with Thai food.
The Tjans wanted to offer customers a short
menu of the best of Thai, and they’ve
hit their mark. In just a year and a half,
they’ve developed a loyal following
while meeting their goal of converting first-time
Thai eaters to regulars. They process 90 to
135 tickets a day, serving lunch and dinner
six days a week and just dinner on Sundays.
The average bill is $15. Most entrees are
in the $6 to $8 range.
Their brand conveys a fresh, clean, hip,
and healthy theme, which carries from the
restaurant design to the print materials to
the web site. They even promote a healthy
environment by using biodegradable and recyclable
packaging.
“We’ve found a niche in the fast-casual
market that’s growing so rapidly,” Andy
says. “People are looking for what we
offer—healthier, flavorful meals. And
this is a market most of our competitors in
the Thai category are not even looking at.”
