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By Dr. Kamille Kiatisakchai
On June 27, 2025, graduate students from the School of Management (SOM), Asian Institute of Technology (AIT), had the opportunity to engage in an inspiring industry visit to Suan Dusit Home Bakery and the SDU International Culinary School, under the kind facilitation and leadership of Dr. Chanchana Siripanwattana, Manager of Suan Dusit Home Bakery.
This visit was part of SOM’s Food & Beverage Business and Work-Integrated Learning (WIL) component, offering students firsthand insights into how Thailand’s iconic bakery brand has thrived through simple yet strategic excellence. The highlight of the visit was the Toffee Cake, a humble yet legendary product that has stood the test of time for over 40 years. Despite the rise of major competitors and trendy dessert brands launching similar products, Suan Dusit's Toffee Cake continues to outperform in quality, customer loyalty, and even market penetration—having achieved widespread recognition and distribution in convenience stores across the country.
Dr. Chanchana’s AMA (Ask-Me-Anything) session shared valuable business lessons on brand positioning, operational resilience, quality assurance, logistics, customer experience, and strategic distribution. She emphasized the importance of consistency, authenticity, and deep understanding of one’s brand DNA. Rather than relying on luxury or novelty, the Home Bakery has succeeded through refined simplicity, tradition, and steady innovation.
Students explored behind-the-scenes operations and learned how logistics and distribution channels are managed to sustain volume while maintaining freshness and quality. The discussion also touched upon service management, product positioning, and how Suan Dusit integrates continuous improvement and feedback loops into its operations.
The second part of the visit took place at the International Culinary School, where students were warmly welcomed into the demonstration kitchen led by Chef Peneak. He presented a professional culinary demonstration of Thailand’s globally beloved dish, Tom Yum Kung, allowing students not only to observe high-level culinary techniques but also to experience the taste and cultural significance of this classic dish. The session bridged culinary arts and professional hospitality education, showcasing the integration of craft, flavor, and presentation.
This industry visit was initiated by Ms. Shyamali Kaneri, representative of the SOM Student Ambassadors (SSA) and offered students a comprehensive experience blending brand heritage, practical business strategy, culinary culture, and academic-industry exchange.
The AIT SOM team expresses deep appreciation to Dr. Chanchana and the Suan Dusit team for their warm hospitality, openness in sharing business insights, and for providing a truly memorable learning experience.