Top of the pops

Top of the pops

Garrett Popcorn Thailand owner talks about his gourmet business

SOCIAL & LIFESTYLE
Top of the pops

Garrett Popcorn has long been on the shopping lists of many Thais who travel to Singapore and Hong Kong. The popularity of the high-end popcorn had sparked numeorus rumours over the last few years that the brand might open a store in Thailand, and in January of this year, Thai popcorn lovers’ dreams finally came true.

Suchad Chiaranussati, owner of Garrett Popcorn Thailand.

Garrett Popcorn was first introduced in Chicago in the 1940s and has been wildly popular in the US ever since. It wasn’t until eight years ago, however, that the brand decided to go international.

Suchad Chiaranussati, the Thai partner of Garrett Popcorn, said that it was never his intention that he, a real estate tycoon, join the international food business.

“When I went to Chicago, I met Garrett Popcorn owner Lance Chody, and he talked to me about wanting to open a store in Thailand. I gave him a few suggestions about the Thai market in general, but never thought about becoming a partner. Food business is just not my area because I think it’s too complicated for my liking,” said Suchad, who is the founder of Real Estate Capital Asia Partners (RECAP), a real estate investment company.

A few months later, Chody approached him again, asking Suchad to be his local partner. After having turned Chody down a few times, Suchad finally agreed to do it.

“It all happened so fast — probably less than a year”.

Those months were to prove to be full of surprises though, especially in the months leading up to the planned opening day, which was originally December 2013. “Because of the political situation, it was quite challenging just to get things done. The paperwork took longer because the government offices were either blocked or closed, but eventually, here we are.”

Garrett Popcorn’s first store in Thailand was opened at Siam Paragon on January 14, despite the unrest going on just outside the shopping mall. Suchad did not see it as a problem, nor did the hundreds of fans who had queued up since the night before the opening.

“I didn’t think about pushing the opening date back further because I assumed it would take months for the political situation to return to normalcy, so we went ahead with January 14. The feedback was as great as we’d expected,” he recalled. Another factor was that he was assured that Siam Paragon’s security system was reliable enough for his business to operate smoothly.

In keeping with Garrett’s tradition, Chody himself paid for the first customer’s popcorn.

“I could see the joy on the face of our first customer and it is a nice gesture. People came from all over the country and it was very touching to see how enthusiastic they were,” Suchad commented. The real estate business owner added that it was quite an unusual experience seeing customers queue up like that, “I would be over the moon if I launched a condominium project and hundreds of people queued up to buy units!”

Garrett Popcorn at Siam Paragon welcomes an average of 600-750 customers daily — around the expected number. Most of them, however, buy in bulk, which results in high demands.

“We are planning to expand our products to cater to corporate clients, but now the plan has been put on hold because we’re already at our capacity. Maybe we can get on with that in a few months, when things are more stable.”

Suchad is fully aware of the nature of food crazes in Thailand — where people queue up for hours for the latest thing, only to lose interest after a few months. Some businesses survive the slowdown phase, but some don’t. Suchad is confident that Garrett Popcorn will be one of the former.

“I have seen how Garrett Popcorn has evolved in Singapore, since I am based in Singapore. It has done well for years, even without the endless queues because the quality is well-maintained. That’s the selling point of Garrett Popcorn — the quality is the same wherever you buy it. That explains why the price might be higher than other popcorns, but it is certainly not overpriced as only the best ingredients are used.”

Another bump on Garret Popcorn’s way to Thailand was when the brand was wrongly accused of being associated with a particular political party on social media. Suchad, however, is not worried about it. “I was probably the last to know because I don’t even have a Facebook account,” he laughed. “My friends told me about the rumour. Some clients have come to our store and asked, and when they get the answer, they buy our products as usual. Some of our fans have helped us clarify this matter, so I guess it will fade away like other rumours.”

After almost a year of testing the water in the food industry, an important lesson he has learned is the power of social media. “Social media is the biggest advertising channel today because people will share their experience and comments. It is a good way to get to know your clients and see what they really think or what’s being said about the business. Maybe I have to join Facebook now,” said the successful businessman with a casual laugh.

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