To Top

Community Highlights: Meet Apichat Paiboonpanupong of Aroon Thai Kitchen

Today we’d like to introduce you to Apichat Paiboonpanupong.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
We just have moved from THAILAND only 8 months. New environment and new culture, anyway our family really enjoy Utah!!

Aroon is a Thai word that means “Sunrise.” And is also my Grandpa’s name, he always asked everyone who visited our house “Are you hungry?”

Good food will be prepared for everyone to visit, that’s the reason we’re running the restaurant business.
We’re following grandpa’s footsteps of concern for everyone through good food.

We intend to be the Best THAI HOME-STYLE Cooking, that also a unique blend of varying flavors, healthy with herbs, vegetables, and textures as it mixes around the 5 essential flavors for Thai food: Salty, sour, spicy, bitter, and sweet!

Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back would you say it’s been easy or smooth in retrospect?
The challenges along the way were (1) Language, and (2) laws and rules that we have to study before opening the restaurant, anyway, everyone helped us a lot and to make everything smooth (eg. City department, Health department, Constructor, Landlord, and also my own family).

(3) We’ve focused on finding the best ingredients, and made every menu with authentic dishes.

Alright, so let’s switch gears a bit and talk business. What should we know?
Before Aroon Thai Kitchen. We have a business in Thailand and still running the business for almost 11 years, named “COCO HOME DECOR”. COCO is a small factory, manufacturing (made to order) wood and iron furniture for home use and project for restaurants and hotels.

Our vision and mission through both brands are quite the same. COCO brand is simply wood and rustic works. We believe in material truth. Even though everything looks simple but not easy at all. We focus on the way to make furniture that concerns both customers, employees, and society.

Customers: (For example, long-life furniture: Good quality, you can mix and match our furniture whenever you want for reducing the waste), we have a department to repair to make our furniture look like new again (remake/reuse reproduction).

Employees: Atmosphere at the workplace (lean, lean production, and training for improving all skills, and work-life balance). Society: Although we’re just a small company we do factory-standard. We return our society, for example, Having classes for persons who are interested in how to make furniture for free of charge, etc.

The key secret sauce of ourselves is “Pay attention to small details” and “Do with Heart” in every step that we contact customers (before, between, and after-sale). Our DNA, we also have in Aroon Thai Kitchen! The customer could feel it when you step into our restaurant. (Presentation of our food, service, quality of food, decoration, and atmosphere).

We’re newly restaurant in Murray, Utah but all our customers have a warming heart to support us and kindly gave a suggestion to us in a positive way. We won’t stop developing our skills and product to serve the best to our customers.

Can you talk to us a bit about the role of luck?
Every business has strong, but we can tell these are our strong points. We would like to explain more about this:

1) We do not do service just for standard, we always do above standard. Do it before customers asked for it, do it even if they did not ask for it.

2) For employees: how we can make everyone feel the same way to serve customers. Not everyone can fit our company’s culture, we carefully chose and believe in a win-win situation, well pay, well training, and well communication.

3) People remember when you made them feel about you. That is the rule of service! In my opinion, it never is such good or bad luck. A good company will have a good pattern to success. Like you have to complete a jigsaw in your own business.

– Good quality of your product.
– Good service.
– Good relationship between company-customer, company-employees, and company-society.
– Good management.
– Good knowledge of law and taxes.

Be the best in front of the customer and back-office even no one see. The Trust of customers is very important. Although we have a long way to walk through, we have confidence in our vision and mission to our lovely customers.

Contact Info:

  • Email:
  • Website:
  • Instagram: @aroonthaikitchen
  • Facebook: aroonthaikitchen
  • Yelp: aroonthaikitchen

Suggest a Story: VoyageUtah is built on recommendations from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.

Leave a Reply

Your email address will not be published.

More in Local Stories