Competitors

There are several different restaurants being very similar to Tang Tao Thom. One the same street just with him a few hundred meters there are at least five of them. Also very close to all these little traditional Thai businesses is MK restaurant. It is a franchise business with the same kind of food. You go there to cook your own soup right in front of you.

We asked our selves the one big question: Why go to Tang Tao Thom and not the others?

First let's think about MK Restaurant. It is a huge brand in Thailand and you can find it in every area of Bangkok. They all look similar and have the same products. Mostly, they are placed at shopping malls or in this case underneath a very huge Tesco Lotus, right at the entrance of the building. This means the atmosphere is not very calm because there are a lot of people walking in and out to that building. It is a quite huge restaurant so therefore it can get very loud and noisy. Compared to the "Suppenladen" it is somehow a different way of eating. People who are going to Tang Tao Thom want to have a nice dinner in a small restaurant with a good atmosphere. Instead, we discovered that most of the customers of MK Restaurant are customers of Tesco who are just eating there because it is in the same location. This means in terms of target market MK and Tang Tao Thom are a bit different.

However, all the other small restaurants on the same Street have the same target market, nearly always the same size and are all business ran by local Thai people. The interior differs from one to another. The products offered are mostly the same. Sometimes there is another vegetable or noodle type available to put into your soup but it is really not that much of a difference. What we think is the most important is the first experience and the people who run the places. They are their own unique selling point. Because most of their customers are STAMMKUNDEN Tang Tao Thom gets some kind of a family atmosphere. They know their customers and over the time even became friends. It can be suggested that these customers won't change the place to go eat soup.

In the end, we notice that their unique selling point is exactly the thing we love most about this restaurant. It is the special Charme and personality of Tang Tao Thom.