Challenges and Opportunities

Opening a business often requires a grueling effort to overcome various barriers (cultural, generational, gender) that might exist between the customers and the product. When Tara Thai opened, it was no exception: Bringing Thai cuisine to a Southwestern city was no easy task. Sai Pituk, owner of Tara Thai, believes one of the greatest challenges of opening a Thai restaurant in El Paso was overcoming the regional stereotypes towards Asian food.

According to Pituk, the El Paso community tends to associate Asian food with cheap, mediocre-tasting buffets. However, once the El Paso community became aware of the concept of fine Thai dining, the restaurant’s challenges turned into its opportunities. Pituk’s restaurant is one of the only places in the city where you can enjoy high quality Thai cuisine.

Bringing El Paso the Best of Thai

Tara Thai came to El Paso about eight months ago to help change cultural misconceptions about Thai food. Although the restaurant prices are higher than most of its competitors, Tara Thai justifies the cost by offering an exclusive Thai experience. Tara Thai brings a genuine Thai culture by importing most of its fresh ingredients and by only employing Thai chefs.

Management personnel at Tara Thai have used several different mediums of advertising, such as radio commercials, billboard ads, and newspaper ads, to get the word out. Tara Thai chefs have also participated in TV segments that feature the preparation of traditional Thai food. With that said, Tara Thai believes that “word of mouth” has been its most effective marketing tool.

Success and Growth

El Paso Magazine recognized Tara Thai as 2009 Best El Paso Restaurant. As if this was not enough to denote a successful start for Tara Thai, urbanspoon.com and tripadvisor.com, two online sites dedicated to touristic destinations reviews, feature an impressive 90+ reviews for Tara Thai. Eighty-percent of the reviews are positive. As for the negative reviews, Pituk has an explanation.

“The bad reviews must be from competition because this place has the best service and best Thai food in town. Competition knows this,” Pituk said. “Believe me when I say that Tara Thai is the real deal. From the ambience to the food itself, Tara is by far the best Thai food one can get in El Paso or anywhere in West Texas.”

Hard work and effective marketing have allowed Tara Thai to begin looking into expansion. Tara Thai plans to open a hip and modern non-alcoholic bar where customers will be able to enjoy savory artistic plates made by the process molecular gastronomy.

Tara Thai Alchemy: Science in the Kitchen

Imagine opening a cookbook and encountering an ingredients list that includes rare chemicals like methyl cellulose and locust bean gum. For Tara Thai, this is not an unusual occurrence. Shortly after opening the restaurant, the Tara Thai team sought to introduce an innovating concept that will change the way El Pasoans view food: molecular gastronomy.

Molecular gastronomy is a cooking technique  that produces an artistic blend of science, flavor and art. Tara Thai is one of the first businesses to bring molecular gastronomy to El Paso. Very few cities nationwide offer this type of cuisine. Plates that utilize molecular gastronomy usually cost in the range of $90-$120 in large cities like Chicago and New York. Once Tara Thai introduces this concept in El Paso, locals will be able to taste it for much more accessible prices starting at $45.

Address: 2606 N. Mesa

Phone: (915) 533-1300

Hrs. of operation:

Monday-Thursday 11 a.m. – 9 p.m.
Friday & Saturday 11 a.m. – 10 p.m.

Student Discounts: 10%