How Simply Asia Built a Thai Food Empire in South Africa

How Simply Asia Built a Thai Food Empire in South Africa. Simply Asia opened its first store in 2003 at Heritage Square in Cape Town, with a mission to bring authentic Thai cuisine to South African diners. Over the years, it has grown into a franchise network of over 50 stores nationwide. What makes Simply Asia’s story compelling is its clear brand positioning, commitment to quality and consistency, and its clever use of training, marketing, and technology.

Starting Small with a Clear Focus

The brand was founded by Chai Lekcharoensuk, a Thai entrepreneur who saw a gap in the South African market for accessible, authentic Thai food. Simply Asia aimed to provide a fresh and healthy alternative to fast food, while maintaining the traditional flavours and techniques of Thai cooking.

The concept was simple yet effective: offer a sit-down and takeaway Thai dining experience that is affordable, consistent, and accessible. The initial success at Heritage Square allowed the brand to begin expanding into other areas of the Western Cape, and eventually to the rest of South Africa.

Smart Expansion and Franchise Model

Simply Asia’s expansion is driven largely through franchising. The brand offers comprehensive support to franchisees, including site selection, training, marketing, and operational systems. This model has allowed the brand to grow rapidly while keeping overhead costs manageable.

A significant milestone in the brand’s growth was its entry into Gauteng and KwaZulu-Natal, which extended its reach beyond its Western Cape roots and established it as a truly national brand.

Embracing Technology and Digital Convenience

Even before the COVID-19 pandemic accelerated digital adoption, Simply Asia was investing in online ordering and delivery infrastructure. It launched a user-friendly website with direct ordering functionality and partnered with third-party delivery platforms to increase accessibility.

During the pandemic, this investment paid off. While many restaurants struggled, Simply Asia adapted quickly to changing consumer habits by ramping up online ordering, delivery services, and contactless payment options.

Brand Identity and Marketing

Simply Asia stands out in a competitive market thanks to its distinctive branding—clean design, bold colours, and recognisable menus featuring numbered dishes (e.g., the popular “514”) that make reordering easy.

Marketing efforts have focused on creating strong in-store experiences, loyalty programs, and engaging social media content. The brand also highlights the health benefits of Thai cuisine, positioning its offering as both indulgent and nutritious.

Key Milestones

• First Simply Asia store opens in Heritage Square, Cape Town.
• Expansion across the Western Cape and entry into Gauteng.
• Continued growth into KwaZulu-Natal.
• Swift adaptation to COVID-19 lockdowns with enhanced delivery and digital services.

Takeaways for Entrepreneurs

1. Standardise for scale. A centralised training and supply chain system ensures quality control as you grow.

2. Know your niche. Simply Asia focused solely on Thai cuisine and didn’t try to dilute the concept.

3. Invest early in tech. Their digital ordering infrastructure paid dividends during the pandemic.

4. Franchise with structure. By supporting franchisees well, they could expand quickly without losing quality.

5. Localise your offering. While the cuisine remains Thai, the service, pricing, and design are tailored for South African consumers.

Conclusion

Simply Asia’s success is built on a combination of authentic food, operational excellence, and strategic thinking. By staying true to its roots while embracing modern systems and customer-centric innovation, it has become one of South Africa’s most beloved restaurant chains.

For entrepreneurs, Simply Asia’s journey underscores the power of focus, consistency, and adaptability in building a lasting business.