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Mr. Su shi holds onto innovative marketing strategy
Sushi is said to be unaffordable for the average income earner. But a Thai businessman is now offering the popular Japanese food at only 10 Baht a piece.
Suriyan Pavasena used to be a chef at a well-known Japanese chain restaurant for over ten years. Six years ago, he started his own Japanese food shop named "Mr. Su shi". Today `Mr. Su shi' has eight outlets around Bangkok. The most outstanding feature of the shop is sushi costing only 10 Baht a piece. The price is unusually low considering all the ingredients including rice, fish and seaweed are imported from Japan. The food cost exceeds 50 per cent of the price to the diner, compared to only 30 per cent in the case of general food. "I can sell it at 10 Baht a piece because of an efficient management strategy. There must be no leftovers at all. On top of that, I live on an average profit. For example, the cost of eel sushi is about 6 - 7 Baht per piece whereas the cost of sushi with other kinds of fish is only 3-5 Baht per piece," Suriyan said. By Rajesh Kumar, Section Business Posted on Wed Dec 19, 2007 at 09:36:50 PM EST
`Mr. Su shi' offers a total of 25 varieties of sushi. Another uniqueness of this shop is that clients can witness a chef standing behind a kiosk and wrapping a sushi in front of them.
Suriyan also offers an outside catering service at different functions including a wedding reception and funeral services. He said for outside service, the clients are required to place a minimum 5,000 Baht order. There is no extra charge at all. The sushi still costs 10 Baht each. Some regular clients requested our shop to open a sushi booth at their funeral services. Suriyan is certainly proud of his business, which started from an initial investment of 400,000 Baht. Now there are 60 employees working in his company. Still he admits the Japanese food business is extremely competitive and an innovative marketing strategy is always needed in order to survive in the tough business.
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