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Relaunch Decision — May 2026

Absolute Thai Menu Strategy

Location: Indira Nagar + Adyar  ·  Key constraint: Staff execution risk  ·  Goal: Commercially strong, operationally executable, not overloaded
✓
Recommended: Option B — Focused Best-Movers Highest ROI relaunch path. Tight SKU count, trainable kitchen, strong delivery + dine-in performance. Build volume first, expand later.
Decision Status
Side-by-side comparison
Option A Avoid at Launch

Full Broad Menu

Curries, noodles, bao, dimsum, starters, soups, salads, rice, signatures — everything

Commercial Upside
Medium — covers all customer types but risks choice paralysis and diluted identity
Execution Risk
High Too many SKUs. Complex prep across techniques. Quality will slip on relaunch week.
Cost Risk
High Large inventory base, spoilage exposure, multiple vendor dependencies
Staff / Vendor
High Needs skilled hands across wok, dim sum, baking (bao), and sauce work simultaneously
Customer Impact
Returning customers feel familiar, but new customers get no clear hook. Relaunch loses momentum.
Founder Decision
This is how restaurants fail quietly — spread too thin, quality drops, no standout. Do not relaunch with this.
Next Action
Cut 40% of SKUs before this path is viable. Revisit in Month 4.
Your Notes
Option B Recommended

Focused Best-Movers

Dimsum · Bao · Wok · Rolls · Curries · Rice · 3–4 signatures

Commercial Upside
High — proven high-velocity categories. Strong on delivery + dine-in. Repeat-purchase friendly.
Execution Risk
Medium Manageable SKU count — ideal range 45–55 SKUs, ceiling 60. 60 is ceiling, not target. One strong wok chef + one dimsum hand covers it.
Cost Risk
Low Tight ingredient list, faster inventory turns, predictable waste
Staff / Vendor
Medium 2 key kitchen hires needed. Techniques are trainable. No exotic sourcing required.
Customer Impact
Positive. Focused menu signals confidence. Faster service. Consistent quality. Clear identity from day one.
Founder Decision
Launch with this. Build volume and reputation for 90 days, then layer in premium or extended items.
Next Action
Finalise SKU list — ideal range 45–55, ceiling 60. Hire 2 core kitchen staff. Target 4-week soft launch.
Your Notes
Option C Phase 2 Only

Premium Dine-In

Lamb chops · Beef steak · Seafood signatures · Fewer delivery items

Commercial Upside
High per cover — IF it lands. Indira Nagar + Adyar market won't sustain premium consistency at relaunch.
Execution Risk
High Beef sourcing in Chennai is inconsistent. Lamb quality varies. Premium proteins punish any execution error.
Cost Risk
High Expensive proteins + low tolerance for waste + low delivery volumes = margin risk
Staff / Vendor
Very High Needs experienced sous chef + 2 reliable premium meat vendors. Hard to replace if either fails.
Customer Impact
Great for occasions — weak for repeat visits. Cuts out casual lunch and delivery revenue entirely.
Founder Decision
Wrong timing. Build the base first. Return to this at Month 4–6 once brand and volume are established.
Next Action
Bookmark for Phase 2. Do not build kitchen infrastructure around this now.
Your Notes
Assumptions Made
Overall score (10 = best)
Option A — Full Menu
Avoid at relaunch
Option B — Focused
Recommended
Option C — Premium
Phase 2
Action List
Founder Notes
Final Summary

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