Rotiboy : The Bun to Die For !

There is this new craze amongst Bangkokians. Rotiboy ! The Bun to Die For... The new bakery shop, just opened recently in 2 places : Siam Square and Silom Road. Currently they are selling only 1 item, the Rotiboy itself (Roti = bread - in Malay). This Rotiboy is a delicacy topped with a crunchy layer of coffee. The smell is so strong and delicious that you can immediately recognize it from as far as 100 meters. The branch in Siam is so strategically located that once one gets out of the skytrain, one can immediately smell the coffee aroma of Rotiboy. Their selling line is : "One is never enough". Guess it's true :-P

In both branches, people are lining up in the queue as far as more than 20-30 meters long ! We had only 2 times experience of buying and eating this Rotiboy. The first time, we were so lucky. We passed by Siam Square and there was this short queue of Rotiboy. We bought 2 and enjoy it. We loved it, and decided to come. We tried to visit more than 5 times, the queue was getting longer and longer until it encircled the whole building complex ! Then, one time after morning mass in church, we went straight to Silom branch, and Thank God, the queue was ONLY 15 meters :) It took us 45 minutes to get our yummy Rotiboy. Now Rotiboy limits each purchase to only up to 10 pieces, more than that, you should get another buddy to accompany you in the queue.

People are getting more and more desperate to get a taste or to re-taste Rotiboy. We believe Rotiboy should be more careful as there is a limit for a person of being desperate :-) Marketing wise, they have been so succesful creating a buzz via word of mouth. The francise owner told Bangkok Post newspaper that she was not this succesful in the beginning until she decided to do some free sampling to key thought leaders, e.g. politicians, celebrities, also to some students from nearby campuses.

Rotiboy originated in Malaysia, then expanded to Singapore, Indonesia, and now Thailand. For more information, go to their website at www.rotiboy.com