A Chef's Tour
About the Company
A Chef’s Tour was launched in November 2017 as a niche travel business specializing in street food tours. Starting with a single four-hour Bangkok Backstreets tour, the company now operates in 12 cities globally. Its target audience includes food enthusiasts from diverse regions like the US, Europe, and Asia, seeking to explore the cultural and historical context of local cuisines. Before the pandemic, the company generated $55,000 in monthly revenue and attracted guests seeking genuine culinary experiences.
The company emphasizes authenticity by avoiding sanitized tours and embracing the rich, unvarnished flavors of local street food. Its lean structure, consisting of two founders and local guides, allows for flexibility and a personal touch in managing operations. By working closely with local guides, the company ensures quality experiences while empowering these individuals to play a key role in the business.
Idea Behind Company
Luke’s background in travel and passion for street food, particularly in Thailand, inspired the concept for *A Chef’s Tour*. Dissatisfied with office work and eager to create something unique, he quit his job and traveled to Bangkok. There, he explored local food scenes, sampling dishes and mapping routes for an authentic street food experience. His goal was to provide unfiltered culinary tours that delved deeply into local cultures.
The idea evolved from Luke’s personal travel experiences and his observations of the travel industry. By combining his love for food with his travel expertise, he developed a business model that appealed to adventurous, food-loving travelers. The decision to focus on street food and partner with local guides added depth and authenticity to the tours.
Creating the Company
The first tour took two weeks of research and preparation, involving detailed mapping of Bangkok’s streets and alleys. Luke partnered with a local chef and licensed guide to run the tours while he handled promotions and guest recruitment. With minimal funds, he developed a basic website using skills from a coding bootcamp, relying on freelance support to keep costs low.
Navigating Thai regulations and setting up a functioning tour business required significant effort. The partnership model divided revenue into three equal parts for food, guides, and the company. Despite limited resources, Luke’s grassroots approach laid the foundation for a scalable and sustainable business.
Launching the Business
The initial launch faced setbacks, including no immediate bookings and the challenges of marketing an online product. The first booking, though unprepared for, highlighted the importance of excellent customer service. Luke prioritized building trust through timely issue resolution and encouraging reviews on platforms like TripAdvisor, which became vital for driving traffic and bookings.
To fund the business, Luke took on freelance writing jobs while improving the company’s operations. Over time, he learned to leverage review sites and refine the guest experience, building a reputation that helped the tours gain traction. The focus on customer satisfaction and organic growth allowed the business to overcome early obstacles.
Earnings
Within a year, *A Chef’s Tour* became profitable, with a 50% gross margin and no reliance on traditional advertising. The business saw steady growth until COVID-19 brought operations to a halt. Despite this, the company maintained low overheads and supported its guides, even purchasing a food truck for the Bangkok team.
Rebuilding began in late 2021, with tours reopening and demand gradually recovering. Future plans include expanding to new regions and delegating management responsibilities to regional teams. The company’s resilience and adaptability have positioned it for continued success, even as it navigates post-pandemic challenges.
