Luxury Lifestyle Awards is thrilled to sit down with Haim Danous, the esteemed owner and CEO of Thai Square, one of the TOP 100 Restaurants of the World 2023 by our organization. Join us as we delve into the world of fine dining, culinary innovation, and the art of creating memorable dining experiences that set Thai Square apart. 

Luxury Lifestyle Awards: It is an absolute pleasure to meet with you today, Haim. Thank you for taking the time to chat with us. 

LLA: Congratulations on being recognized as one of the TOP 100 Restaurants of the World 2023. What do you believe sets Thai Square apart in the world of fine dining?

HD: We are offering authentic Thai cuisine in Thai surroundings and Thai hospitality that one could find outside of Thailand. 

LLA: Could you describe the unique blend of Thai and European styles that Thai Square offers to its patrons?

HD: The food is purely authentic Thai but the designs of the restaurants blend between classic European and Thai designs. I was the first to introduce this kind of ambience outside Thailand 27 years ago.

LLA: How has Thai Square mastered the art of combining traditional Thai cuisine with a touch of contemporary luxury?

HD: Since I am not Thai, I have brought this approach to the restaurant scene using my expertise in interior design and developing residential and commercial properties to combine with the Thai artefacts which I have selected individually from Chiang Mai in Thailand. I also chose the most attractive cutlery and dishware which was never used in any Thai restaurants anywhere outside Thailand to present Thai food in contemporary styles.

LLA: Can you share some insights into the ambiance and surroundings at Thai Square that make it such a captivating dining destination?

HD: Thai Square Trafalgar Square has a unique character as it is housed in a historic building known as Norway House from 1920 which used to be home to the Norwegian Chamber of Commerce and other Norwegian institutions in London. Nobody could rent this kind of venue and serve Thai food. It cannot make a profit unless you charge astronomical prices but I own my freehold of the building so I do not pay rent. Hence I combine the best Thai food and, the best ambience at affordable prices. I designed every restaurant according to its location and the characteristics of the building. At Trafalgar Square branch, it is all luxury style from the impressive entrance, the marble reception, and the main dining room set out with a high ceiling and a beautiful mezzanine.

LLA: Authenticity is a core value at Thai Square. How do you ensure the authenticity of Thai cuisine in a global setting?

HD: By employing the best Thai chefs and never dictating to them how to cook. Each chef has their own recipe depending on which region in Thailand the chefs are from. I chose my chefs from Thailand with my Thai General Manager. And I refuse to have a central kitchen system, unlike other Thai chains that are in the market now. Most of our team are Thai including the management who embrace their Thai culture in operating our business.

LLA: What role does true Thai hospitality play in creating memorable connections with your customers?

HD: Thai staff are friendly by their nature. We deliberately choose very nice staff to serve to create impression for the guests. You are welcome from the first step into our restaurant till you leave.

LLA: The senses of sight, smell, taste, and sound are all engaged at Thai Square. How do these elements contribute to the dining experience?

HD: Every cuisine has certain special elements to it. I try to create a sense of serenity in our dining experience for customers.

LLA: Who is the ideal patron for Thai Square, and how does the restaurant cater to their specific interests and needs?

HD: Thai Square caters variety of people, young, old, rich, or poor. We try to accommodate everyone. Most restaurants either offer good food with no ambience or good ambience with mediocre food. We offer excellent food in a nice ambience where it could be a great night out for customers at an affordable price. Each Thai Square location offers different dishes and ambience.

LLA: Tell us about the range of events and occasions for which Thai Square has become a preferred choice, including corporate events and weddings.

HD: We host every year a Gala dinner for the royal family of Thailand. We have hosted many wedding receptions, and corporate events as well as accommodated as a filming location. We also have a nightclub with a late-night license. It is the most successful Oriental club in the UK.

LLA: In the ever-evolving world of fine dining, how does Thai Square continue to innovate and stay at the forefront?

HD: By continuously refurbishing our premises, sourcing new chefs from Thailand, creating new dishes, and updating the menu to correspond to the culinary trends while maintaining our core values.

LLA: Could you highlight any recent culinary trends or innovations that guests can expect to experience at Thai Square?

HD: The homemade Jasmine Coconut Sorbet is a dessert we produce from our chef’s recipe with a taste to die for.

LLA: As a parting thought, what message would you like to share with those who are yet to experience the culinary delights and luxury of Thai Square?

HD: Come in and enjoy our hospitality and our vast range of authentic Thai food. Do not hesitate to ask for variation in the level of spiciness to suit your palette because our food is freshly cooked. Our staff will try their best to accommodate all your wishes.

These questions are designed to not only highlight Thai Square’s achievement as one of the top restaurants but also to provide insights into the unique aspects of the restaurant, the dining experience, and the visionary leadership of Haim Danous as the owner and CEO. Find out more at www.thaisq.com.