The man behind South Africa’s most popular Asian fast-food chain

Simply Asia, one of South Africa’s largest restaurant chains, was founded by Thai national Chai Lekcharoensuk in the early 2000s.

The brand is one of the most successful fast food franchisees in the country, with over 50 locations across the Western Cape, Gauteng, KwaZulu-Natal and Zambia.

The brand is a true cultural infusion of Thailand and South Africa, with several ingredients imported directly from Thailand, while its signature sauces are crafted in its South African factory.

The company was founded due to Lekcharoensuk’s dislike of the Thai food available in South Africa.

Known for its balance of sweet, sour, salty and spicy flavours, Lekcharoensuk was disappointed when he visited a Johannesburg restaurant to sample the local take on Thai cuisine.

Amidst the disappointing food that he said didn’t even resemble Thai Cuisine, he wanted to introduce South Africa to a more upscale take on Thai dining.

He then opened the first Wang Thai Thai Cuisine restaurant on Cape Town’s Foreshore in 1993.

The restaurant achieved huge success through its combination of elegance, royal Thai chefs, and spicy food, garnering considerable fanfare from both locals and tourists alike.

Amidst the success of the Wang Thai restaurant group in the Cape Peninsula and later in Gauteng, Lekcharoensuk looked at offering more mainstream thai food.

The new restaurant chain would combine the flavour and authenticity of Wang Thai with the convenience and simplicity of a European noodle bar.

Ten years later, with his vision for a more mainstream restaurant, Lekcharoensuk opened the first Simply Asia Thai Food & Noodle Bar.

The new chain introduced affordable yet fresh alternatives for diners seeking to broaden their culinary horizons with more authentic cuisine.

To ensure the concept worked, 12 company-owned stores were opened between 2003 and 2006. The success of this initiative led to all of these stores being converted into franchises.

By 2014, 85% of the brand’s restaurants were owned by franchisees.

Franchisees benefited from lower startup costs, the expertise of the franchisor, nationwide marketing campaigns and cost savings when buying in bulk.

There are now over 50 Simply Asia restaurants in the Western Cape, Eastern Cape, Gauteng, and KwaZulu-Natal.

The brand has also seen an international expansion with a presence in Zambia. The group used to also operate in Zimbabwe and Botswana.

Life at Simply Asia restuarants

As the Simply Asia head office now operates as a franchisor, its significant role is to get supplies to the franchisees.

The teams ensure that the ingredients remain fresh each day and that their preparation methods honour Thai traditions.

At the restaurants, the chefs receive training from experienced Thai chefs, helping them learn the techniques and secrets behind genuine Thai cuisine.

To cater for varying tastes, the chain offers noodles, curries and ramen, while also offering differing levels of spice ranging from mild to extra hot. It also provides vegetarian and vegan options.

With Thai culture having a strong sense of community, meals are served at the table, encouraging sharing among everyone at the table.

Simply Asia said this communal style encouraged conversation, creating a welcoming dining experience, just like in Thailand.

Simply Asia photos