JIM’s Burgers & Beers

      “We started our business 2 years ago. Before Jim’s Burgers & Beers, my friends (Chatkrit Rungrattanakitkamjorn and Sukrit Phongkhamphan) and I had a bubble tea business before. It was a small kiosk in a department store. We created our own brand and did it ourselves. At that time, the bubble tea business was very popular. After 2 years, we learned that following others, even if it goes well, makes it quite difficult to grow. Especially if we are not ready. Going into a department store is quite expensive. If it doesn’t sell very well, we will have almost nothing left. From that experience, we rethink. If we try to do the next business, we want to do it in the food industry because the market is wide. Importantly, we will not go into a department store if we are not big enough. So we tried to think about what to do. One day, I went to eat burgers with my friends at a restaurant in Thonglor. I ordered some beer to drink with it. It turned out that it went very well. It cut the richness well. But at that time, I didn’t think about anything. I just looked at the burgers. They are popular all over the world. They are classic foods that everyone eats and have a very wide market. So we decided to make burgers.”

      “We thought that if it was just a trend, it might fall one day. So we had to find another secondary product to help keep it from falling. It reminded me of eating burgers and beer. So we decided to set the concept of the shop: selling both burgers and beer at the same time, creating the culture of the shop. When we studied deeply, we found that people in other countries eat like this, with burgers as the main character and beer as the supporting character. If customers don’t eat my main character, they can come and eat my supporting character. Currently, there are many new and interesting beers, especially craft beers. We try to collect small brands here. Then, we design everything to fit the concept, from naming to creating the shop’s atmosphere. Ours has a bit of an American feel. In some places, I chose to use black and white tones because I wanted it to have a retro feel to attract young customers. The shop’s name is simply called Jim Burger & Beer, so people know what we sell. The logo is a simple picture of a man with a mustache.”