The Bread Street chain in the UK is not overly expensive, it is nowhere near Michelin standard and isn't aiming to be. Starters are mostly under a tenner, mains are mostly £20 to £30 and the 12.5% service charge which irks some customers is optional.
His other venture mainly sells pizza but also the likes of wings and ribs. Hardly fine dining.
By Bangkok standards both are affordable for many. Branches will likely pop up in Phuket, Krabi, Samui and even Pattaya.
Good luck to him.