May 30, 2019July 8, 2019

‘Steak Chogun’ the Luxury Taste at an Affordable Price

When talking about having a steak that has a delicious smell floating with tender and firm texture of the meat, Steak Chogun restaurant would be top restaurant of people’s mind. It’s because of the great taste with good quality in every dishes that everybody would fall in love with. Moreover, their strategies are having the honesty to the customers by using good quality ingredients, never stop improving their recipes for Thai people and providing an affordable price. The restaurant has up to 200 branches nationwide.

The origin of the name Chogun

Ms. Au, the owner of Steak Chogun restaurant who obsesses with the taste of steak, has tried several popular steak recipes from the restaurants on wayside to famous malls but none of it can impress her. Then she has an inspiration to invent her own recipe with the help of her 5-year-old son who was born in the Year of The Pig. (The Pig is pronounced as ‘gun’ in Thai.). Her son helps her by tasting the recipe. Therefore, the word ‘Chogun’ of the restaurant not only means a person who has power in the army but also means showing the new recipe invention to her son.

Moreover, Ms. Au also chooses to decorate the restaurant in orange tones. Because the orange color helps make the food more appealing and it represents the Shogun tangerine, which brings fortune for money as well.

The secret is to be delicate, meticulous and caring

The strategy is to make delicious food for Thai people but they also care for foreigners. The best-selling menu of the Steak Chogun is pork neck with Thai spicy dip sauce (Jeaw sauce). Thai people like it because it has strong and spicy flavor. After that, the restaurant starts to add more menu because an increasing demand of foreign customers. Therefore, nowadays the restaurant has various menus such as hot and spicy or black pepper gravy provided for all the customers’ needs. Furthermore, the price only starts at 49 baht to 199 baht.

Steak Chogun restaurant never stops improving their menus to be diverse and keeping up their food standard in term of taste. When students or teenagers come, they usually ask for snacks such as Gyoza, chicken Karaage and French fries so the restaurant tries to find the product with good quality for the customers. For Gyoza and chicken Karaage, the restaurant uses the product from Ajinomoto because of a well-known company reputation, a standard in the taste and production process. Although Steak Chogun restaurant is just a small restaurant, they want to choose the great ingredients for their great customers. In addition, they found that Gyoza and chicken Karaage are the menus that everyone orders. For Ajinimoto’s Gyoza, the dumpling wrappers have good quality, which does not make it dark and greasy after frying. The restaurant once changed the brand, but the regular customers noticed that it is not the same. The incident gave the restaurant an important lesson that they should choose the best thing first to keep up their standard.

9 years of maintaining Steak Chogun restaurant delicious standard

Ms. Au observes the customers’ behavior and give importance to their feelings than little profits. This is because she thinks that gaining little profits from decreasing cost could negatively affect the restaurant in a long term. For example, choosing a steak, the amount and size must all be equal. Any pork that does not weigh according to the criteria must be taken out. It should not be served to the customers because it will make them feel bad and not come back again. Therefore, Ms. Au sticks to the control of the product quality piece by piece. For the service management of fresh food transport throughout the country, the restaurant contacts the company with good logistic standard. Therefore, every branch receives fresh ingredients every day. Other branches that get the product from the restaurant do not meet with any problems. Honesty, standard and caring for customers are the significant keys to make Steak Chogun restaurant lasts for a long time to these days.

Service mind is the heart of restaurant

The heart for run the restaurant business is the customer. If the customers are satisfied, everything will be smooth then benefit the business in a long term. Generally, people usually go to a restaurant that has delicious food and great service. Therefore, a smile from the service minded staff would make the customers impressed and want to come back to eat at the restaurant again.