BANGKOK — Consumer protection authorities fined Bangkok’s Michelin-starred Jay Fai restaurant 2,000 baht on August 20 for failing to clearly display menu prices after YouTuber complaints.
The Office of Consumer Protection Board, Department of Internal Trade, and Consumer Protection Police inspected the restaurant at Samranrat intersection, Phra Nakhon District, following complaints that customers were charged 4,000 baht ($123) for crab omelets listed at 1,500 baht ($42).
Pisit Apichanapong, Senior Commercial Academic Officer from the Department of Internal Trade, said the restaurant violated the Goods and Services Pricing Act by not displaying the higher-priced option. Violations carry a maximum fine of 10,000 baht, but officials fined Jay Fai 2,000 baht ($61).
Officials ordered the restaurant to create clear signage showing two crab omelet options: regular (1,500 baht) and special (4,000 baht). The restaurant agreed to comply with the pricing regulations.
Background of the Controversy
The controversy began when YouTuber PEACHII, who has 1.61 million subscribers and lives in London, took a foreign friend to the renowned street food stall and was taken aback by the final bill.
“I can understand that Jay Fai’s crab omelet with quality crab is expensive, but I didn’t order anything special and wasn’t told in advance that prices vary from the menu (the menu shows 1,500 baht per dish). I only found out when the bill came,” PEACHII wrote on social media platform X.
She explained that the restaurant had “upgraded” the crab meat without prior notice, adding: “When a menu shows one price but suddenly the chef adjusts the size/ingredients at will, they should write a price range from the beginning. It was delicious in the end, but it spoiled the experience.”
Official Investigation Launched
The incident gained widespread attention on social media, prompting reporters to question Commerce Minister Jatuporn Buruspat, who ordered the Domestic Trade Department to investigate on Monday. However, officials had to wait as the restaurant typically operates only Wednesday through Saturday.
Udom Srisomsong, Deputy Director-General of the Domestic Trade Department, said “No official complaint has been lodged yet, but there is great public interest.”
YouTuber’s Follow-Up Explanation
PEACHII reposted another explanation on X Wednesday, prefacing that she wanted to prevent various speculations from spiraling out of control. On the day she visited Jay Fai restaurant, she went with a Thai senior friend and another foreign friend. The senior friend ordered all the food since she was a regular customer.
When Jay Fai saw the senior friend, she prepared the VVIP menu that she regularly serves to her. However, the senior friend had never paid attention to the bill or noticed the price difference, and staff couldn’t answer questions when asked. The restaurant had no intention to cheat or inflate prices.
“Peach was confused by the restaurant’s management because abroad, they don’t operate this way. There’s no assuming – they always ask and reconfirm ‘Do you want the usual?’ and customers must be informed about prices and what they’ll receive, whether it’s the same as usual or different.”
She said her reason for posting about this on social media wasn’t to demand anything. Whether it was the regular menu price or special price, she would have been comfortable paying if informed beforehand.
“I just wanted to share this experience so this kind of situation might be anticipated. In case others come to eat, they can specify whether they want the special version or not, because not everyone has seen the news or has prior information about special pricing.”
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