July 2026 - What 50 Years in Business Taught Me About Quality, Value, and Doing Things Right

It did not start out with food in mind. In fact, quite the contrary.

I was raised in a delightful part of the world, Ross-on-Wye in Herefordshire, England. Rural, unspoiled, and lovely. I was fortunate enough to attend a very good school nearby in Monmouth. From there, I was conscripted into the Army, as was everyone in those days, or alternatively the Navy or Air Force. I obtained a commission and was posted to Singapore.

In those wonderful school years, when we were all in our mid-teens, everyone was thinking hard about what they wanted to be and what they should study to get there. Some lucky ones knew exactly. For most of us, however, we had not a clue.

Consequently, many people entered careers simply because they did not know what else to do. Some spent an entire working lifetime as a square peg in a round hole. Not an ideal fit.

For my part, I declared that I would know when I found it.

As it turned out, it took me more than twenty years before I realised I had found my career, as an entrepreneur in the food business. During those intervening years, I had a multitude of occupations, and the experience gained from many of them eventually enabled me to run my own business.

There are three beliefs that have guided me throughout my life.

The first is honesty.

My parents, my school, and the Army all instilled in me that honesty is an absolute necessity in life. One sees many successful people who are, at best, borderline in their behaviour and appear to do very well. Unfortunately, that success often comes at the expense of others.

The second is quality.

Simply put, it will never let you down.

You remember the finest meal you have ever had long after you have forgotten what it cost. You buy a pair of flip-flops for 100 baht and watch them fall apart in six months. Spend 200 baht on a better brand and you may still be wearing them three years later.

I have pieces of stainless-steel equipment, purchased in Germany more than thirty years ago, that are still going strong today. Quality lasts.

The third belief is value.

Do not overcharge. Leave something for the next man. Be satisfied that your profit is sufficient to run your business properly. Do not be greedy.

I have always believed that when you combine honesty, quality, value, and genuine service, you create the perfect package to offer your customers.

The smart ones recognise it. And after more than fifty years in business, I have not changed my mind.

And I don't expect I ever will.

Bob Coombes

Founder, Bangkok Bob's and Associates By Choice

Trusted By Thailand's Top Hotels and Restaurants. Since 1972.