Business

The man behind the Asian fast-food restaurants taking over South Africa

Kirsten Minnaar • 3 November 2025

Thai national Chai Lekcharoensuk founded Simply Asia, South Africa’s largest Asian restaurant chain, in the early 2000s, after being dissatisfied with the country’s food offerings.

Despite being one of the country’s most popular chains today, Lekcharoensuk had to overcome language barriers, lack of experience, and several failed business ventures to establish this restaurant giant.

Thai-born Lekcharoensuk went to Germany to study hotel management during the late 1970s, since this was one of the few countries that offered the course.

While he was studying, the Hotel School principal asked the class if anyone was interested in working in South Africa. The position was for a Food and Beverage Controller at Sun City.

Excited by the idea of working in another country, Lekcharoensuk raised his hand, and in 1983, he arrived in South Africa.

While working here, the entrepreneurial spirit took hold, and he decided to establish an ornaments factory in the area formerly known as Bophuthatswana, primarily located within the modern-day North West province.

However, when he and his wife took a holiday trip to Cape Town, another idea hit him. He realised that there was a gap in the market for authentic Thai food.

He became inspired to introduce South Africa to a more upmarket take on Thai dining. So, in September 1993, he opened the first Wang Thai Royal Thai Cuisine restaurant on Cape Town’s Foreshore.

Lekcharoensuk told News24 that he relied heavily on advice from everyone, from his bank to PR agencies, in the lead-up to the restaurant opening.

“There was still a lot I didn’t know, so I listened to others who were more knowledgeable, and it worked out well,” he said.

There were several challenges which made it difficult to get the business started, including making the public aware of the restaurant and communicating with staff due to the language barrier.

Founding Simply Asia

Despite these challenges, Wang Thai was a hit with locals and tourists alike, and after only three months, it became profitable.

“Around R250,000 was put into starting up the business,” he said. ”We never expected to grow the way we did when we first opened the restaurant, but opportunities came and people were interested in us and asked questions.”

This success led Lekcharoensuk to further develop the Wang Thai restaurant group in the Cape Peninsula, and later, in Johannesburg and Pretoria as well.

He also expanded the restaurant to Mauritius and Auckland, New Zealand. However, these ventures proved to be failures.

Lekcharoensuk attributed these losses to not being adequately prepared and not understanding the countries he was operating in.

So, with a few hard lessons learnt along the way, he decided to refocus his attention on South Africa in 2000. Lekcharoensuk saw the opportunity to open a second, more mainstream Thai restaurant chain – Simply Asia.

The concept focused on combining the authenticity and flavour of Wang Thai with the convenience and simplicity of a European noodle bar.

In 2003, he opened the first Simply Asia Thai Food & Noodle Bar – a fresh, tasty and affordable alternative for diners looking to broaden their horizons with more exotic and authentic cuisine.

Lekcharoensuk’s concept took off, and 12 company-owned Simply Asia stores were opened in Cape Town and Gauteng between 2003 and 2006. The success of the initiative led to all of these stores being converted to franchises.

“We decided to franchise the Simply Asia stores, as we already had too many (21) to manage,” Lekcharoensuk told Fin24.

“We knew that franchisees who had a vested interest in the store’s performance would be more hands-on and look after their customers.” Over the past two decades, this franchising model enabled the Simply Asia brand to expand rapidly.

Becoming South Africa’s biggest Asian restaurant

Heritage Square Simply Asia after opening its doors in October 2003

Today, Simply Asia is the biggest Asian food chain in South Africa, with over 50 stores across the Western Cape, Gauteng, KwaZulu-Natal, and Zambia.

“Simply Asia’s journey has been about more than just serving food – it’s been about creating connections through authentic Thai cuisine, crafted with care by chefs trained in traditional Thai cooking methods,” Simply Asia said.

“Over the years, we’ve expanded our menu, introduced exciting new dishes, and stayed true to our promise of delivering hearty, authentic meals that cater to a variety of dietary needs.”

Despite the brand’s ever-growing footprint, it remains committed to maintaining quality food. Simply Asia’s chefs are trained by experienced Thai chefs, who teach them the techniques and secrets behind genuine Thai cuisine.

“Whether it’s a bowl of noodles, a rich curry, or a delicious ramen, our menu offers a variety of dishes to please any palate,” the company’s website explained.

“We offer spice levels from mild to extra hot, and even vegetarian and vegan options that pack a punch of flavour. We also have a selection of dishes with no chilli.”

Throughout the years, Simply Asia has won numerous awards for its cuisine. As of 2023, Simply Asia has won the Best of Joburg’s “Best Asian restaurant” category eight times.

“As we step into the future, we’re more motivated than ever to keep bringing you the best in Thai and Asian cuisine. Our journey doesn’t stop here – with new menu innovations, exciting promotions, and new stores. There’s a lot to look forward to,” the company said.