Thai the knot: City embraces first Thai spot

Maricopa was the 15th location for Thai Chili 2go when the local restaurant opened last summer. But it has been distinctive for the Gilbert-based company in several ways.

“We love the community. It’s like a small town, but of course it isn’t,” said brand strategist Erin Banger. “It’s unlike anything we have been involved with. The people make it feel so personal. It’s one of our busiest locations.”

Banger noted the company, like many others, recognized the need for additional local food choices in Maricopa. The response has been robust.

She added some weeks are naturally a little slower than others, but business has remained strong the first six months. While carryout is the most common option, is the in-house seating some prefer, and the catering end of the business rolled out in November.

“We do corporate parties, birthday parties and other events,” Banger revealed. “Those are good places to add foods like dumplings and spring rolls as appetizers.”

The menu favorites — like curry five ways — run deep.

“The curries are always among the highest sellers, particularly as the weather cools,” according to Banger.

Two other popular choices are Pad Thai (rice noodles, bean sprouts, green onions, eggs, Pad Thai sauce and crushed peanuts) and drunken noodles (a smorgasbord of rice noodles, bamboo shoots, carrots, zucchini, bell peppers, mushrooms, basil, chili garlic and a special cooking sauce).

Gai Tod (chicken bites) is popular with the younger diners. The Pad Thai is one of several gluten-free choices, and there are vegan options as well.

“We pride ourselves on having something for everyone,” Banger shared.

For those not familiar with Thai Chili 2go, ordering online or through the company’s app is the most effective way to obtain your food. Each location operates on a first-in, first-out basis with its orders. As a scratch kitchen, the freshest ingredients available are used and preparation is not rushed to help ensure quality. A rewards system is also available through the app.

Maricopa resident Morrie Benveniste has been a frequent customer since the restaurant debuted. Pad Siew (rice noodles, broccoli, eggs, soy sauce and a special cooking sauce) and basil fried rice are his favorites.

He said he likes the flexibility and convenience of the app, including being able to schedule a pickup time.

“We’ve always had a good experience. The customer service people behind the counter are very helpful, knowledgeable about the product,” Benveniste added.

More than 30 employees are part of the team, with the majority living in town. The manager has lived in Maricopa for several years.

The restaurant, near John Wayne Parkway and Hathaway Avenue, is open from 11 a.m. to 9 p.m. every day.

Thai Chili 2go is involved in the community and recently conducted a food and toy donation drive for St. Vincent de Paul.

“We want to give back and not only take care of our people but our community,” Banger outlined. “We’re a company that cares. We’re excited to see where that [community involvement] goes.”

Unlike the others
Thai restaurants are prolific throughout the country due to a Thai government plan launched more than 20 years ago. The Global Thai Program strived to increase the number of Thai restaurants worldwide. It did just that to the tune of approximately 5,000 in the U.S. and 15,000 globally.

The initiative provided training programs, grants and information to investors. Results included creating a more positive image of the country and enhancing both export and tourism revenues.

Since the launch of the Global Thai Program, there has been a 200% increase in tourism to the country.

Thai Chili 2go is a local restaurant and one of few in the country with no connections to that program. It does, however, have its own growth plans.

The company’s 16th location will open in Laveen next month.

The goal is to add three to five more stores per year, expanding throughout Arizona before going national and beyond.