Bangkok has welcomed a new location for the popular salad chain Dressed, at the Exchange Tower in Asok. The new opening for the franchise, which originated in the US, adds to a suite of branches in Chit Lom, Siam and Sathon.
Dressed has been a fixture on Bangkok’s health-conscious fast food scene since late 2013, when young entrepreneurs Sid Sehgal and Anchit Sachdev opened their first branch in the Mercury Ville shopping mall, conveniently located just off the skywalk connected to BTS Chit Lom station.
Targeting busy but health-conscious Thais and expats from nearby offices and gyms, Dressed branches sit in convenient locations close to public transport – the new Asok opening is steps from the BTS Skytrain and MRT subway.
The brand has made its name by introducing innovative new menu items to coincide with each branch launch, and Asok is no different. That means the menu at the new café includes dishes like the High Energy Salad, which packs in superfoods such as beetroot, almonds and flaxseeds.
Among other new arrivals are the Carolina BBQ Chicken Panini, loaded with mozzarella cheese, red onions, and mixed oak lettuce, and the intriguing Curry Easter Egg Salad Sandwich. A range of nutrition-forward smoothies blends a glowing line-up of ingredients that ranges from coconut oil to beetroot, goji berries, quinoa, and romaine cos lettuce.
The outlets aim for a relaxed atmosphere, where customers are encouraged to take their time. Dressed branches take inspiration from the ambience of New York cafés, with bright, airy custom-designed interiors, and a real focus on driving top-notch customer service and acting on feedback.
But Dressed is more than just another café – there’s a strong emphasis on provenance, too. Sid and Anchit told Sky Map Bangkok that they had spent three years hunting down the high-quality ingredients they knew they wanted to be the hallmark of their brand’s menu.
Making a success of their franchise in Thailand meant tweaking the concept to suit local tastes, so Sid and Anchit added their own spin to the brand’s appeal – think an expanded range of salad dressings, including the Chilli Mango developed specifically for the Thai market, and a greater focus on superfoods. Together with a make-your-own concept that allows health-conscious customers to be sure of exactly what goes into their salad or sandwich, open kitchens showcase individual ingredients and how the custom dishes are crafted.
Today they stick to mostly locally sourced ingredients, including in conjunction with Thailand’s Royal Project initiative. Dressed has worked with farmers to highlight the benefits of sustainable production, in the process enabling them to move away from illegal crops and increase their income; Sid and Anchit personally visit their partner farms on a regular basis.
Dressed now employs over 100 staff across their four branches, and Sid and Anchit’s next expansion is planned for the Siam Discovery shopping center, marking the company’s second Siam location.
They’re also enjoying great success with online food delivery service FoodPanda – regularly ranking as the platform’s bestselling restaurant – and are soon hoping to further branch out with deliveries past their current boundary of On Nut.
Sid and Anchit’s business backgrounds have proved valuable in making a success of their venture. The two studied economics at prestigious institutions in the US; Sid at New York University, and Anchit at UCLA. And their hunch that Thailand was ready to adopt the Dressed brand’s healthy eating concept – centered on the idea that food can be both delicious and nutritious – appears to have been spot on.
The new Asok branch of Dressed, in the Exchange Tower building, is open 9am-9pm daily.
For directions and additional branch info, click here.