Page 74 - Cuisine & Wine Asia 2020 - Mar/Apr 2020 Issue

Specials menu featuring selected modern fusion
泰 Thai dishes with suggested Thai cocktail pairing,”
explains Ms Loh, the Thai cocktails in question
多 unique to Rama V and made with ingredients
native to Thailand. After having done six ‘Chef’s
好 Specials’ for a year, which also gave the team
time to figure out what worked and what didn’t,
the team at Rama V finally included the improved
料 and well-received modern Thai dishes in the à la
carte menu, as well as modernise the presentation
of the traditional Royal Thai cuisine dishes.

The branding and reinvention of Rama V
throughout the years has not stopped, though.
“In 2016, we decided to modernise
the brand thoroughly,” Ms Loh says.
Everything, from food, branding of
the restaurant, menu design, staff
uniforms, and concept was involved.
Renovations for both the interior
and exterior of the restaurant were
done to reflect this new change.
But this was done with great care
to make sure it would not alienate
old, loyal customers of Rama V.

“Prior to the decision (for modernising the brand),
the most important factors to weigh were if our
customers would be able to accept the rebranding,
and if the rebranding would be a better marketing
angle moving forward.” Ms Loh continues. “We
were lucky as customers were responsive and
had good feedback on the new dishes as well as
the change to the existing dishes, as the change
gave it a fresh look and feel to our offerings.”

Rama V (pronounced Rama Five) has a history This is something the team is taking to 2020
that has lasted over 25 years, which is a feat by as well. With plans to refurbish and expand to
itself, especially considering it’s located in one of cater to a wider customer demographic, the
Southeast Asia’s most cosmopolitan areas, Kuala restaurant is planning to taking the opportunity
Lumpur. As a restaurant that started off as the to change up the image of the restaurant to
first Thai fine dining restaurant in Klang Valley, the incorporate more intimate wedding receptions
restaurant has since become something of renown. and catering into their repertoire. The team is
also conceptualising new menu formats (omakase
“At that point of time when we started, the menu / banquet) to be offered to guests, old and new.
angle was to feature Royal Thai cuisine dishes It’s a fresher start for Rama V, which has been an
fit for the king, but offered to Malaysians in a institution of Klang Valley for so long, and it aims
premium restaurant,” explains Kelly Loh via email to continue its reign for more years to come. CH
interview. The Marketing Manager at Rhombus
Food & Lifestyle has worked with Rama V for years.
The menu concept continued till 2009, where
the team decided to take a chance and change pg071 1. Ayuthaya platter pg072, left image 2. tom yum
the menu. Through small, gradual phases, the in young coconut soup with river prawn
team introduced new modern Thai fusion dishes
in the menu and the process took a year. “Every Rama V 5, Jalan U Thant, Kelab Golf di Raja Selangor,
2 months, we would have fresh series of Chef’s 55000 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur,
Malaysia | Tel: (60) 3-2143 2428
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