Thai reopens with tiny prices

A BUSINESSWOMAN who set up her first restaurant in Derby with only £2 in the bank has spent £150,000 rebranding it in a bid to fight back from the recession.

Waraporn Dale established the Siam Corner, in Osmaston Road, in 1998, after putting down a £50 deposit on the building, leaving her bank balance looking rather slim.

But in the first three years she made £2m and has added outlets in Chesterfield, Barton under Needwood, Lichfield and Leicester to the first one in Derby.

Despite the success, the recession saw a slump in sales and she had to rearrange the business to cut costs, with eight staff leaving.

After being closed for five months, she is about to reopen her flagship restaurant in Derby as the Thai Rock Cafe, with more than a few changes.

Ms Dale, 45, said: "We expanded rapidly for 10 years, but in the past 18 months or so we've been hit, just like everyone else. We've had to cut our costs down and restructure the business.

"You can't move on with the same product, so we're changing things in Derby. Many people can no longer afford to pay £25 a head for a meal."

Part of the restaurant revamp has seen prices overhauled, with a new tapas menu offering reasonably priced food, such as a bowl of rice for £1.

There is also a new kitchen, VIP rooms for parties and corporate events, a coffee corner and Moroccan-style sofas where people can lounge and dine at the same time.

Upstairs, the restaurant has a cookery class area where people will eventually be able to learn to cook Thai dishes.

A stage and a dance floor have been put in, so bands with up to five members can entertain diners on special occasions.

Ms Dale, who employs 40 staff at her five restaurants, says it is important to reinvest in the business to give customers a great experience.

The restaurant at Barton Marina, opened in 2008, cost £500,000, as did the one in Chesterfield in 2006, while Lichfield's Ma Ma Thai cost £450,000.

She said: "When we closed the Derby restaurant, I expected it to be shut for a month and to spend £50,000. That was in September and the total cost will be £150,000.

"We want people to enjoy themselves. People say to me, 'why don't you stop spending, you should walk before you can run'. But I think it is important to invest money back into your restaurants.

"Things have been bad and a lot of Thai restaurants have closed. I have lots of CVs sent to me from people who need a job.

"But things are picking up again, especially since the start of the year. I'm very positive about the future."

Thai Rock Cafe opens this week.