Interview: Jason Myers, CEO of Thai restaurant brand Busaba Eathai

Jason Myers is the CEO of Busaba Eathai, one of the UK’s fastest growing restaurant brands.

Founded 17 years ago by restaurateur Alan Yau, the company saw its first Thai-style eatery launched in London’s Soho area following three years of research and an investment of around $5m. Since then, the brand has grown to encompass a network of 14 UK restaurants and another in Dubai.

Jason joined Busaba in Spring 2014 and was tasked by the chain’s owner, private equity investment firm Phoenix, with taking the company through the next leg of its journey to becoming a truly global brand.

Discussing the changes made following his appointment, Jason said: “We introduced the perfect blend of the existing Busaba team with some new colleagues, created a national pipeline for new restaurant openings and updated the brand.

“We have put a lot of effort into the consumer offer, particularly our drinks and food offering.”

Busabas tend to grow over a period of time and grow really well

At the time Busaba had 11 restaurants worldwide, but Jason wants to bring that number up to 30 by 2018. Early in 2015, the company signed a deal with Middle Eastern firm Al Mana Group to open 10 new restaurants across the United Arab Emirates.

Given Busaba’s ambitious expansion strategy, I asked Jason about the research and decision-making process that goes into each opening.

He explained: “All our acquisitions are targeted based on an extensive report we have developed in 2015 of where Busaba would have to best chance of being successful.

“This list created over a 100 potential target opportunities and we have signed number of sites in these towns ready for our expansion. The first of these were Manchester and the second being Liverpool.”

We will […] work with the community to ensure we deliver on our promise

When asked about the Manchester launch, Jason said he was delighted with the reception and is confident about the restaurant’s prospects.

“Busabas tend to grow over a period of time and grow really well,” he told me. “We are already encouraged to see a number of shifts in the week trading at similar numbers to our business in London, with huge scope for growth in the coming months and years ahead.

“Busaba is here to stay in Manchester and we will develop and work with the community to ensure we deliver on our promise.”

But as with any business, unlocking growth isn’t easy and the company has identified a number of obstacles it will need to overcome in 2016.

Engaging new communities will hopefully ensure Busaba becomes the go-to Thai restaurant

Jason said: “Expanding a restaurant business quickly in numerous towns around the UK is an enormous challenge in terms of logistics, establishing the brand, building relationships and sharing the Busaba story to many new guests who haven’t experienced Busaba before.

“The way we get round this by leveraging our 15 years of experience of delivering a modern Bangkok Thai experience.

He continued: “With local management teams great third party support and a humble approach engaging new communities will hopefully ensure Busaba becomes the go-to Thai restaurant in each of these cities.”

Now, the firm is looking to expand further across the North West and Yorkshire, with potential new sites targeted in Manchester and Leeds.

Jason confirmed that other cities will be announced “very soon”.

Busaba Liverpool, the company’s second restaurant outside London, is due to open next month.

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