Simply Siam: Changing hands but not the menu

TONY BROWN/DAILY FORUM
Simply Siam, which over the past two and a half years has become one of Maryville’s most popular dining establishments, will soon have new owners. Tue and Xong Chang, who are buying the eatery from Nok Schuler, say they have no plans to change either the menu or the restaurant’s reputation for quality sit-down dining.

The Simply Siam restaurant at 314 N. Main St. on the Maryville square will soon have new owners. But don’t look for a lot of changes in the kitchen.

Xong and Tue Chang, who are scheduled to acquire the popular Thai eatery on March 1 from current owner Nok Schuler, say they are well aware that Simply Siam has become one of the most popular restaurants in town, so why tinker with success?

The couple, who recently moved to Pickering from Fairview in extreme southwest Missouri, both came to the United States as children from their native Laos. They met in Michigan just as Xong was graduating from college and then moved to the Ozarks with the intention of starting a chicken farm.

Instead, the couple, who have five children ranging in age from seven to 20, joined family members in operating Thai restaurants in Neosho and Anderson. In addition, Tue worked for PlayPower, a playground equipment manufacturer, in nearby Monett.

But as time went on, Tue said he and his wife kept nursing the dream of going into business for themselves. The opportunity to do so arrived when they learned via the Internet that Schuler was putting Simply Siam up for sale. Soon, the deal was done, and the Chang family moved north.

“We always wanted to be our own boss,” Tue said.

Schuler is selling the restaurant, which opened in 2010 in a small building on South Main before moving downtown two and a half years ago, so she can return to Thailand to care for her ailing father.

The Changs, along with their oldest child, Eric, are currently working at the restaurant so Schuler can teach them the ropes, introduce them to regular customers, and share her management techniques and recipes.

Schuler has always served as the restaurant’s sole chef, duties that will now be shared by Xong and Tue, who say they are determined to maintain the establishment’s reputation for quality cuisine.

It was the couple’s determination to maintain Simply Siam’s reputation for excellence and authenticity that convinced Schuler they were the right people to take over.

“This business was my dream,” Schuler said, “and I wanted to keep it going, not just leave it.”

Xong said she is committed to maintaining Schuler’s high standards and will work to ensure that customers continue to enjoy the kind of experience that has kept Simply Siam packed for lunch and dinner almost from the moment the doors first opened.

“I am excited about it,” she said. “I want to keep this restaurant going. Everything will stay the same.”

Well, almost, said Tue, explaining that while all the dishes currently on Simply Siam’s menu will stay there, he and Xong will likely introduce new offerings as time goes on.

And while Schuler wants her vision for Simply Siam to remain intact and believes that the new owners will make every effort to do just that, she is also advising them to allow their own culinary strengths to come to the fore.

“You have to bring your best,” she said, “and not be afraid of change.”

Tue said he plans to take that advice, but acknowledges that Schuler is a master in the kitchen and that her chef’s style is well worth imitating.

“Her cooking is so good, we’re going to keep all the recipes,” he said.

Apart from an obvious demand for quality Thai food, both Changs said they are enjoying Maryville and think it will be a great place to live and run a business.

“I think Maryville is great,” Tue said. “The people are friendly, and everybody knows everybody. In that way, it’s not much of a change from Fairview.”

Simply Siam is currently open five days a week, Tuesday through Saturday. Following the change in ownership next month, Xong and Tue said those hours will remain unchanged, at least for the time being. In addition, the new owners will continue to honor all outstanding gift certificates and discount cards.

As for Schuler, who said she plans to return to the United States at some point, but not to Maryville, exiting the restaurant is bittersweet.

“I want to thank all my customers and thank Maryville,” she said. “It has been so nice to have been in this town.”

TONY BROWN/DAILY FORUM
Tue and Xong Chang, left and center, stand beside Simply Siam owner and chef Nok Schuler Wednesday afternoon inside the restaurant’s dining area. The Changs are in the process of buying Simply Siam from Schuler, who is returning to her native Thailand to care for her ailing father.