The Secret Sauce EP.457, published on November 6, 2021, features an interview with Nattamon Phisankitwanit, an executive at Suki Teenoi. The conversation covers starting a restaurant business, designing the in-store experience, listening to customers and responding to lockdowns.
Scope of the source: the transcript in Excel row D14 contains about 45,000 characters and ends mid-sentence, while the video is 1 hour, 2 minutes and 18 seconds long. This article covers only the portion represented in the available text. It does not claim to summarize the entire episode or add future plans that cannot be confirmed from the transcript.
Figures in the video refer to 2020–2021
At the beginning of the program, the host said Suki Teenoi had about 30 branches and revenue of THB 1.2 billion in 2020. The host also mentioned a THB 199 buffet and opening hours until 5:00 a.m. These figures and hours were discussed in a 2021 interview. They are not current figures or service hours, and this article has not checked them against audited financial statements.
The host also introduced the interviewee as having started the business at age 25 and being 28 at the time. Those ages should be read in the context of when the program was recorded; they do not establish her present age or status.
From fashion work to a restaurant business
In the transcript, the interviewee said that after graduating she worked in an office in the fashion industry for several years and began to feel that the work was not challenging enough. She grew up in a family that ran restaurants, so she had opportunities to see front-of-house work and discuss business before deciding to build her own brand.
This is the founder’s personal path, not proof that leaving a salaried job or opening a restaurant is a formula for success. A practical lesson from the story is to build on experience you already have and test what customers can genuinely recognize as different.
Sell an in-store experience alongside the food
The interviewee said people may expect a THB 199 buffet to be a simple restaurant. She tried to create a different experience through atmosphere and branch themes, such as vintage décor or other distinctive design elements. In her account, customers came not only to eat and leave but also to remember the setting and spend time together.
The program also presented late opening hours as a way to serve customers at different times. The price and hours in the interview are details from that period; they should not be presented as terms for every restaurant or as current operating information.
Listen to customers and learn the operation
The interviewee said that early on she had to learn the work inside the restaurant and talk with employees because she had not worked in every restaurant role before. She also described monitoring comments on Facebook and other social media and using feedback to make changes. For example, when customers raised service concerns, she brought the team together and adjusted training.
The point of the story is to collect feedback and turn it into operational improvements, rather than merely reading comments or copying competitors. The interviewee emphasized developing an approach that fits the brand instead of imitating another restaurant.
Responding to lockdowns, as described in the interview
In the portion covered by the transcript, the interviewee discussed preparing ready-to-eat boxed meals when in-store sales were affected. She also mentioned providing food to hospitals while trying to maintain revenue and support employees. This describes decisions made in a particular situation; it does not show that delivery or takeaway alone caused sales to grow.
The available transcript ends before the interview is complete. It therefore cannot confirm the interviewee’s comments on finance, costs, a stock-market listing or business expansion. This article does not repeat such conclusions from the older page without supporting text.
Watch the video and browse related material from the same source
Watch the original Suki Teenoi interview from THE SECRET SAUCE, visit the THE SECRET SAUCE channel page for other channel articles, or explore the Business and entrepreneurship and Markets and economy topics.
This video is part of the playlist The Secret Sauce (EP.330–latest). Browse the YouTube playlist directory for other playlists.
Frequently asked questions
Were the figures of 30 branches and THB 1.2 billion in revenue verified from financial statements?
No. This article identifies them as figures the host mentioned in the context of a 2021 interview. They were not checked against audited financial statements, so they should not be treated as current or verified performance data.
Does this article summarize the entire interview?
No. The available transcript contains about 45,000 characters and ends mid-sentence, while the video runs for 1 hour, 2 minutes and 18 seconds. The article covers only the portion represented by the text, and the video audio has not been reviewed.
Source and limitations
The main source is the interview embedded in the original article and the transcript associated with its URL in the Excel file. Business figures are attributed to what the host said at that time; they are not audited data or investment advice.