Surin of Thailand

What Surin of Thailand does

Surin of Thailand, operating under the corporate entity Surin Management, Inc., is a privately held restaurant group founded in 1990 that serves authentic Thai cuisine, made-to-order sushi and sashimi, full bar service (martinis, wine), and homemade desserts across multiple locations in the Southeastern United States. The company historically operated approximately ten restaurants spanning Alabama (Birmingham — West and 280 locations, Mountain Brook, Huntsville) and Georgia (Atlanta — North Highland and Ocean Wave); however, as of September 2024, the Atlanta locations separated from the Alabama operations and now run independently under former management.

The business model is straightforward casual-dining restaurant operations: revenue is generated primarily through dine-in lunch and dinner service, with secondary streams from online ordering via third-party platforms (SkyTab, RMPOS) and gift card/e-gift card sales. The company targets general consumers seeking authentic Thai and sushi dining experiences and drives customer acquisition through physical storefronts, TripAdvisor reviews (top 10% Atlanta ranking; Certificate of Excellence for three consecutive years), social media, and word-of-mouth referrals. The underlying technology footprint is minimal — no proprietary platform, no mobile app, and no public API — relying instead on standard third-party POS and ordering systems. The company is family-owned with no institutional investors, no funding rounds, and no subsidiaries, operating as a regionally focused independent restaurant group.

Name

Surin of Thailand

Legal name

Surin Management, Inc.

Website

https://surinofthailand.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Surin of Thailand is a privately held restaurant group, founded in 1990, serving authentic Thai cuisine, sushi, sashimi, and bar service across multiple locations in the Southeastern U.S. The company targets general consumers and generates revenue primarily through dine-in service, online ordering, and gift card sales.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Restaurants and Other Eating Places (72251)

SIC

Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Ethnic & Regional Cuisine Restaurants (THAFACAD)

Keywords

• Thai restaurant
• Sushi restaurant
• Casual dining
• Asian cuisine
• Restaurant services

Headquarters

HQ city

Birmingham

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Dine-in Restaurant Sales: Revenue from serving authentic Thai cuisine, sushi, sashimi, martinis, wine, and homemade desserts to dine-in customers at multiple Southeastern U.S. locations.
2. Online Ordering and Takeout: Revenue from online food orders placed through third-party vendor platforms and direct restaurant ordering systems for takeout and delivery.
3. Gift Cards: Sale of gift cards and e-gift cards at restaurant locations and online for Alabama stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels4 records

Core offering

Surin of Thailand operates a family of restaurants serving authentic Thai cuisine (stir-fried dishes, curries, noodles, rice entrees) prepared by master chefs using family recipes, made-to-order sushi and sashimi, a full bar with martinis and wine, and homemade desserts. The company runs dine-in lunch and dinner service across multiple locations in the Southeastern U.S., with online ordering available through third-party platforms.

Product overview

Surin of Thailand operates a family of Thai and sushi restaurants across the Southeastern U.S., offering authentic Thai cuisine (including stir-fried dishes, curries, noodles, and rice entrees), made-to-order sushi and sashimi, and a full bar with martinis and wine. The company provides online ordering, gift cards, and dine-in services across its multiple locations in Alabama and Georgia.

Differentiator

Problem solved

Functional benefit

Products and services

• Thai Cuisine Menu
• Sushi and Sashimi
• Full Bar Service
• Gift Cards
• Online Ordering

Quantifiable outcome

• TripAdvisor Certificate of Excellence awarded for 3 consecutive years to two Atlanta locations

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves4 records

Expansion highlights3 records

Emerging players

• Thai Express: Quick-service Thai restaurant chain specializing in made-to-order Thai dishes. Comparable to Surin on the authentic Thai cuisine dimension, but with a faster-service and QSR-focused model.

Broad incumbents

• Benihana: Established Japanese/sushi casual dining chain. Comparable to Surin on the Japanese cuisine and full-service dining dimensions, though operating primarily via teppanyaki rather than authentic Thai.
• Wagamama: International Asian noodle and casual dining chain. Comparable to Surin as a multi-location Asian casual dining brand with consistent menu standards and dine-in service.
• Pei Wei Asian Kitchen: Asian fast casual chain under P.F. Chang's serving pan-Asian menu including Thai-inspired dishes. Comparable to Surin as an Asian cuisine chain with broader distribution and a faster-service model.
• Bonefish Grill: National casual seafood dining chain operated by Bloomin' Brands. Comparable to Surin as a multi-location casual dining brand serving fresh seafood and complementary bar service in suburban markets.
• P.F. Chang's: National Asian casual dining chain offering Thai-inspired dishes, sushi, and full bar service across the U.S. Highly comparable to Surin's Thai + sushi + martini bar concept, though at much larger scale.

Direct peers

• RA Sushi Bar: Multi-location casual sushi bar chain with full bar service. Comparable to Surin on the made-to-order sushi, sashimi, and full bar dimensions, but without the Thai cuisine component.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/surin280
• Xx.com/surinhuntington
• LinkedInlinkedin.com/company/surin-of-thailand

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Surin of Thailand