Report Jay Fai Fined 2,000 Baht for Unclear Menu Pricing Dispute

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Photo courtesy of The Thaiger

 

In a turn of events that has captivated the culinary community, the Ministry of Commerce has issued a 2,000 baht fine to the esteemed Michelin-starred street food vendor, Jay Fai, following a pricing complaint by a prominent Thai YouTuber.

 

The controversy began when Pitchaya “Peachii” Chaychana, a popular YouTuber residing in the UK, visited Jay Fai’s renowned establishment in Bangkok and was astonished by the price of her crab omelette. Although the menu listed the dish at 1,500 baht, Peachii and her friends were charged 4,000 baht. The difference, they were told, was due to the substitution of premium crab meat.

 

While Peachii raved about the omelette’s quality, she highlighted that neither she nor her companions had requested the upgraded ingredient, nor were they informed of the price increase beforehand. She emphasised the importance of transparent pricing, suggesting that the restaurant should either clearly display all price variations or at least consult with customers about premium options.

 

Despite reassurances that she sought no compensation or apology, her account resonated with others online. Several customers shared similar experiences, citing inconsistent pricing and frequent menu fluctuations, leading to a wave of public discussions about consumer rights.

 

Responding to these grievances, teams from the Ministry of Commerce, the Office of the Consumer Protection Board, and the Central Investigation Bureau initiated an investigation into the restaurant. Their findings confirmed a breach of Section 28 of the Price of Goods and Services Act due to inadequate price disclosure for the premium crab option.

 

Although the legislation permits fines up to 10,000 baht, officials settled on a 2,000 baht penalty, advising Jay Fai to clearly mark both the standard and premium crab omelette prices on the menu. This move aims to foster price transparency and restore customer trust.

 

Furthermore, the Ministry is conducting a broader review to assess the fairness of the pricing for the premium crab meat. Should any discrepancies arise, additional penalties could follow, ensuring adherence to fair trade practices.

 

Both Jay Fai and her daughter have opted to remain silent during this time, declining media interviews and focusing on addressing the issues raised.

 

This incident underscores the delicate balance between maintaining high culinary standards and ensuring clear communication with patrons, a challenge faced by dining establishments worldwide. As Jay Fai navigates these turbulent waters, the story serves as a poignant reminder of the need for transparent practices in the hospitality industry.

 

  Adapted by ASEAN Now from The Thaiger 2025-08-20

 

[JoePai]

the need for transparent practices in the hospitality industry

 

...to stop the general public being ripped off as in this case