Picture courtesy of jayfaibangkok Instagram account

 

A Michelin-starred chef in Bangkok is facing criticism for charging a hefty 4,000 baht for a crabmeat omelette. The Department of Internal Trade is investigating whether this jaw-dropping price violates pricing regulations, which could mean serious legal trouble.

 

Director-General Wittayakorn Maneenetr revealed that the famous Jay Fai restaurant has been fined for failing to include the omelette's price on its menus. A sharp-eyed YouTuber initiated this investigation by highlighting a discrepancy in the menu that displayed only a price of 1,500 baht. The restaurant owner already coughed up a 2,000 baht fine when officials made a surprise visit.

 

However, this could be just the beginning of troubles for Jay Fai. Officials are now scrutinising the cost of ingredients to determine if the restaurant has been overcharging its customers. According to Mr Wittayakorn, overcharging can result in a jail term of up to seven years and a fine of up to 140,000 baht.

 

The restaurant has been ordered to break down the costs to ensure the prices match the dish's actual value, reported the Bangkok Post.

 

Jay Fai, managed by 82-year-old Supinya “Jay Fai” Junsuta, is a culinary gem in Bangkok, securing its first Michelin star in 2017 and maintaining it since.

 

The outcome of this investigation could have lasting consequences for the renowned establishment, known for its exquisite and pricey offerings.

 

RELATED TOPIC
https://aseannow.com/topic/1370130-famous-michelin-eatery-probed-over-b4000-omelette-charge/

 

 

 

  Adapted by ASEAN Now from Bangkok Post 2025-08-22

 

I can make my own omlete for the price of 2 egggs, I mean <deleted>

 

this is just stupid.....really stupid

 

F.......................ing nonsense 

 

 

7 minutes ago, smedly said:

I can make my own omlete for the price of 2 egggs, I mean <deleted>

 

this is just stupid.....really stupid

 

F.......................ing nonsense 

 

 

No you can't... Not with high quality crab-meat... 

 

This is also ridiculous - Yes, the price was excessive, but surely thats up to the establishment...

 

There is no way an 82 year old is ever being sent to jail because of the pricing in her restaurant - the headline itself is such a stretch.

 

What of the markup on Wine in may other restaurants, often more than 2-3x the cost, but in some cases far more than that - so are those owners susceptible to investigation ?

 

Next time I'm charged 4000 baht for a 1000 baht bottle of wine, or even 1500 baht for a 500 baht bottle of wine, should we create a social media scene ?

 

 

 

 

 

 

24 minutes ago, richard_smith237 said:

 

 

No you can't... Not with high quality crab-meat... 

 

This is also ridiculous - Yes, the price was excessive, but surely thats up to the establishment...

 

There is no way an 82 year old is ever being sent to jail because of the pricing in her restaurant - the headline itself is such a stretch.

 

What of the markup on Wine in may other restaurants, often more than 2-3x the cost, but in some cases far more than that - so are those owners susceptible to investigation ?

 

Next time I'm charged 4000 baht for a 1000 baht bottle of wine, or even 1500 baht for a 500 baht bottle of wine, should we create a social media scene ?

 

 

 

 

 

 

 

 

richard you are serious  right ?

 

well up to you

14 minutes ago, smedly said:

richard you are serious  right ?

 

well up to you

 

Yep..  I am serious... 

 

I know a Thai chef and food critic who once visited the restaurant. I argued that the Crab Omelette was ridiculously expensive, while he insisted that the crab meat came from the “best part of the crab” – the claws – and was inherently costly. He estimated, several years ago, that the omelette contained around 800 baht worth of crab meat alone.

 

My wife has eaten there and said the omelette was great but arguably over-priced, though it wasn't 4000 baht... she also found the staff to be unpleasant, arrogant, and rude and vowed never to return.

 

Still, if someone sees the price and orders, they can hardly complain.

 

Earlier reports suggest the omelette is listed on the menu at anywhere from 1,500 to 4,000 baht, with customers given the option to choose which price to go for.

My suspicion is that, in the case of the recent complaint, the diner was presented with a choice, answered without fully paying attention, and then experienced bill shock.

 

Personally, I still think the place is far too expensive for what it offers, which is why I’ve never been. But the notion of arresting an 82-year-old over the prices in her restaurant seems like the kind of knee-jerk reaction only Thai authorities could produce.

 

3 hours ago, webfact said:

to determine if the restaurant has been overcharging its customers

 

If people are willing to line up every day to pay 1500 baht, that's her simply charging what the market will bear. Even if the ingredients cost only 250 baht, what profit margin she operates on is up to her. If the price is higher than people are prepared to pay, she goes out of business. Paying 500 baht would be too much for me, but clearly there are enough customers who will pay the asking price, so good luck to her.

 

The only issue is charging a price higher than displayed on the menu. No need to send an 82 year old woman to jail. Just fine her an appropriate amount, maybe 50,000 baht, but not a paltry 2,000.

Violates pricing regulations ? 🙄

If someone makes something and wants to sell it for whatever they want then it's not their fault if some fool wants to pay crazy money for it .

Just look at apple & iPhones 😂

 

4 hours ago, webfact said:

However, this could be just the beginning of troubles for Jay Fai. Officials are now scrutinising the cost of ingredients to determine if the restaurant has been overcharging its customers.

Cashing in on fame and not substance...

idiots pay for meals at this price

At my local streetside venue, it's crap not crab, with a side of poo soup.

Looks like it needs to be downgraded to DEESTONE or MAXXIS or one of those Chinese brands. 

2 hours ago, richard_smith237 said:

 

Yep..  I am serious... 

 

I know a Thai chef and food critic who once visited the restaurant. I argued that the Crab Omelette was ridiculously expensive, while he insisted that the crab meat came from the “best part of the crab” – the claws – and was inherently costly. He estimated, several years ago, that the omelette contained around 800 baht worth of crab meat alone.

 

My wife has eaten there and said the omelette was great but arguably over-priced, though it wasn't 4000 baht... she also found the staff to be unpleasant, arrogant, and rude and vowed never to return.

 

Still, if someone sees the price and orders, they can hardly complain.

 

Earlier reports suggest the omelette is listed on the menu at anywhere from 1,500 to 4,000 baht, with customers given the option to choose which price to go for.

My suspicion is that, in the case of the recent complaint, the diner was presented with a choice, answered without fully paying attention, and then experienced bill shock.

 

Personally, I still think the place is far too expensive for what it offers, which is why I’ve never been. But the notion of arresting an 82-year-old over the prices in her restaurant seems like the kind of knee-jerk reaction only Thai authorities could produce.

 

Richard you said  "Still, if someone sees the price and orders, they can hardly complain" , see you missed the whole argument.

The price on the MENU 1,500 BAHT NOT 4,000 baht. She was not consulted or asked f she was willing to pay the extra for alleged better superior quality.

 

As some of the replies stated, the person should be able to charge whatever they want as long as the consumer knows the cost before ordering.  The consumer can then decide if the product is worth the cost for them.  It’s call the free market.  I can either walk in and pay the price or walk away and go somewhere else, my choice.

 

With most restaurant food I could make it cheaper at home but of course I don’t have all of the other costs which a restaurant has.

 

In this case charging way more than the list price without notifying the customer ahead of time is criminal.

Many restaurants serve fresh seafood at a set price, but can also state based on market price which fluctuates. And within a range. Sometimes greatly.
 

Pseudo mock-Crab meat is made to resemble crab and taste in the ballpark, often as “Crab-sticks”, but for a fraction of the cost, this is what is common in most budget priced “crab” dishes.

But actual imported King Crab or Snow Crab, etc, flown in live and fresh from Alaska and elsewhere, will be far, far above in cost. Local crab will be much less, but just not taste the same.

 

So before freaking out about a 4,000 baht / $122 crab meal, you must ask;

is this local crab, which is ok,

or Alaskan or other premium imported specialty crab,  price based on market value?

A Michelin starred restaurant could be expected to source the best ingredients available regardless of cost, because their customers expect something special, usually at a premium price, specialty dishes that can’t be found typically. Typically based on “market cost” that morning.

 

Putting a fixed price on a menus means they can only buy produce that fits in budget, not best available at market. Often there is a huge difference in taste.

 

This witch-hunt is obviously set in motion by someone with no clue about how high end restaurants work, nor about market pricing of specialty foods…

or by a disgruntled competitor that got hosed for customers last month...

Was worth eating there before she became famous, not after

On 8/18/2025 at 3:30 PM, wensiensheng said:

That’s flat out not true. The Thai guy who ran our local village shop killed another local while driving drunk. He had to sell the shop to his Uncle so that he could scrape together the money to pay off the victims family.

 

3 hours ago, richard_smith237 said:

 

 

No you can't... Not with high quality crab-meat... 

 

This is also ridiculous - Yes, the price was excessive, but surely thats up to the establishment...

 

There is no way an 82 year old is ever being sent to jail because of the pricing in her restaurant - the headline itself is such a stretch.

 

What of the markup on Wine in may other restaurants, often more than 2-3x the cost, but in some cases far more than that - so are those owners susceptible to investigation ?

 

Next time I'm charged 4000 baht for a 1000 baht bottle of wine, or even 1500 baht for a 500 baht bottle of wine, should we create a social media scene ?

 

 

 

 

 

 

Agree 100%. I just can´t understand the need for price regulations. Seems like we have thrown the customers common sense of buying or not buying depending on the price out the window. Totally ridiculous!

4 hours ago, smedly said:

I can make my own omlete for the price of 2 egggs, I mean <deleted>

 

this is just stupid.....really stupid

 

F.......................ing nonsense 

 

 

Sure you can, but this is not same. Your omelette will be empty and tasteless, or overly salted. 

I'll certainly sleep better at night knowing law enforcement is going after the most egregious and heinous crimes taking place here!

 

I suspect, as another poster noted, the item was on the menu in a range of prices. There is no detail as to whether the "sharp-eyed YouTuber" was the customer who feels he/she was overcharged.

 

Besides, the price of an item factors in a lot more than the cost of the ingredients. Rent, staff pay, electricity, equipment, advertising, etc. all go into it.

 

Purveyors of goods and services can charge what the market will bear. Yes, be clear on the price (if, indeed, this restaurant was not clear), but charge what (you) wish.

 

A sushi restaurant can charge $40 for a single piece of blue fin tuna, after a wholesaler got a message from a fisherman off Cape Cod, who flash froze the tuna, sent a pic to the wholesaler, who then paid $100,000 for the fish and had it sent by airplane to Tsukiji Market in Tokyo, where a Ginza restaurant owner bought it and served it. Such sushi prices will vary by the day. Cheap Charlies can instead just buy a can of Starkist and enjoy the mad-as-a-hatter mercury flush.

 

Just say "diner beware".

 

 

Just suggesting - maybe the crab was priced on the menu at 1,500 per 100 grams.  That's a common pricing theme in some (allegedly) Hiso Pattaya seafood restaurants.

Too expensive?  Don't order it.

Overall too expensive of an establishment?  KEEP AWAY!

Simple as that . 

Maybe the investigators want to steal his recipes.

 

 

I’ve paid 22,000 baht for dinner for two, with wine, in Bangkok at a high end establishment. It was a special occasion meal, and worth the cost because all dishes were awe inspiring. If you can taste the difference the price is up to you.

 

As mentioned above; market seafood at 1,500 baht for 100 grams sounds about right for high end specialties.

When did high-end restaurants start pricing their food based on the cost of ingredients? That's absurd. It's typically based on the dining experience and the chef's expertise. The actual cost of the produce is a small factor in higher-end restaurants.

1 hour ago, VR333 said:

 

If people are willing to line up every day to pay 1500 baht, that's her simply charging what the market will bear. Even if the ingredients cost only 250 baht, what profit margin she operates on is up to her. If the price is higher than people are prepared to pay, she goes out of business. Paying 500 baht would be too much for me, but clearly there are enough customers who will pay the asking price, so good luck to her.

 

The only issue is charging a price higher than displayed on the menu. No need to send an 82 year old woman to jail. Just fine her an appropriate amount, maybe 50,000 baht, but not a paltry 2,000.

If the ingredients cost 250 baht after factoring in overhead costs a price of 1000 - 1500 baht wouldn't be excessive, although I would probably not be ordering it. 

Looking at pictures of the menu from google maps the omelete used to be 1,400 baht but they taped over that with 1,500 baht.

So the issue is not whether the menu stated 1,500-4,00 baht.  It doesn't.

 

Was there ever a copy of the bill produced?

I would imagine the owner has a receipt for the purchase of high quality crab ss that would be the most expensive part of the dish .Does the tax department look into this restaurants takings !

49 minutes ago, JensenZ said:

When did high-end restaurants start pricing their food based on the cost of ingredients? That's absurd. It's typically based on the dining experience and the chef's expertise. The actual cost of the produce is a small factor in higher-end restaurants.

Agree that makes no sense. But I think I saw on Thai TV news that the price was not listed on the menu. Usually, to get around this issue, high end restaurants list the dish but instead of a price they write "at market rate" - which still very high. Also, yesterday there was some talk that the same customer (an influencer - of course) had the dish before for 1,500 baht. The chef has made international headlines in the last 2 years and so she's trying to cash in on her shop house cooking.

53 minutes ago, JensenZ said:

When did high-end restaurants start pricing their food based on the cost of ingredients? That's absurd. It's typically based on the dining experience and the chef's expertise. The actual cost of the produce is a small factor in higher-end restaurants.

Speaking from experience ingredient costs do come into the equation along with all utilities , salaries , property costs , taxes ,the list is never ending what surprises me more that such a sought out restaurant resort to placing a sticker over the original cost and write the new price surely they can afford the cost to have new menuey printed  . When awarded a Michelin star it’s not just about the quality of food it’s also about the restaurant staff the restaurant surroundings it’s a combination of everything ! 

And while they’re at it could they investigate the price of a ticket to Koh Samui on Bangkok Airways….oh wait….look who owns it….

9 minutes ago, terryofcrete said:

And while they’re at it could they investigate the price of a ticket to Koh Samui on Bangkok Airways….oh wait….look who owns it….

thats easy,Bangkok Airways uses better quality air and also owns the air in Koh Samui ,always aske for an air upgrade when booking .

Let's break this down. What did Picasso spend on paint and brushes to do Guernica or The Old Guitarist? 

 

An artistic work is worth whatever someone is willing to pay. Hiding prices, however, is evidence of deception.