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The Surprising Reason that There Are So Many Thai Restaurants in America - VICE
Turns out the Thai government has taken a leaf from Guinness' book:
The Ministry of Commerce’s Department of Export Promotion [..] drew up prototypes for three different “master restaurants,” which investors could choose as a sort of prefabricated restaurant plan, from aesthetic to menu offerings. Elephant Jump would be the fast casual option, at $5 to $15 per person; Cool Basil would be the mid-priced option at $15 to $25 a head; and the Golden Leaf prototype would cost diners $25 to $30, with décor featuring “authentic Thai fabrics and objets d’art.” (Does your favorite Thai spot have objets d’art? The restaurant may have been built from a government prototype.)


(Guinness do exactly the same thing for Irish pubs worldwide.)
cuisine  culture  food  government  marketing  thai  thailand  guinness  restaurants  franchising 
yesterday by jm
The Surprising Reason that There Are So Many Thai Restaurants in America
I tend not to enjoy thai food, at least not thai food in the US (with exceptions, and I'm also no expert and know there are regional foods, etc, I haven't tried, and it also could be that I have a gene that makes things taste not-great, although fortunately I do love cilantro), so I found this interesting cuz I've always wondered why my tastebuds seem not in line with the stuff people seem to like to eat or seem to line up with specific networks of people (bourdain, david chang, etc)...also, always fun to think about how culture can easily be manipulated or directed :-)
thai_food  thailand  marketing  cuisine  soft_power  culture  food 
yesterday by skwak

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