Wolfgang's Steakhouse by Wolfgang Zwiener Makes its First Foray into Thailand Setting to Redefine Steakhouse Dining

The new outlet in Bangkok marks a significant step in its global expansion particularly in Asia where the New York-based restaurant chain has made its presence felt.

With Bangkok as its 40th location worldwide, Wolfgang's Steakhouse continues to solidify its position as the largest high-end steakhouse chain focused on USDA Prime beef.

The brand currently operates 30 restaurants in Asia, including locations in China, Japan, Singapore, the Philippines, Indonesia, and Malaysia.

The Bangkok opening is a strategic step towards achieving Wolfgang's ambitious 2025 expansion plan, which aims to open ten more locations across the globe, including new outlets in Mexico, Europe, and the Middle East.

The opening of Wolfgang's Steakhouse Bangkok, scheduled in December 2024 at the prestigious One Bangkok complex, the 120-billion-baht mixed-use development in the city's business district, comes after a 3-year search for the right location and local partnership.

It represents an investment of about 100 million baht, supported by local investors in a joint venture partnership.

"The decision to open a Wolfgang's Steakhouse in the Thai capital represents a critical milestone in strengthening our Asian expansion," said Peter Zwiener, President and Co-founder of Wolfgang's Steakhouse. "Bangkok is a city with a booming restaurant scene and a thriving tourism industry, making it a natural fit for Wolfgang's Steakhouse."

"We've been visiting Bangkok for a while and have seen the city's tremendous potential as a high-end dining destination," he added.

Mr. Zwiener acknowledged Bangkok's competitive restaurant scene but viewed it as an opportunity rather than a challenge.

"Every city has a lot of intense competition, and we embrace that. It allows diners to compare different cooking styles and appreciate the unique quality of our steaks," he said. "The market will absorb and enjoy what we bring to the table."

Despite the involvement of local partners, the operations will be fully managed by the Wolfgang's Steakhouse Group, ensuring that the brand's globally recognised standards for quality and service are upheld and accepted.

"We retain significant equity and closely manage operations to guarantee that Wolfgang's Steakhouse in Bangkok matches the level of excellence that our customers experience in New York, Japan, and our other locations worldwide," he noted.

Mr Zwiener emphasised that Wolfgang's Steakhouse is not just another steakhouse in Bangkok.

"What sets Wolfgang's Steakhouse apart is our distinctive approach that stresses on tradition, quality, and craftsmanship. The restaurant will serve exclusively USDA Prime beef, flown in - chilled - directly from the United States," said Mr. Zwiener.

"The beef will be aged on-site for over 28 days in a carefully controlled environment to enhance its flavour and tenderness.

"This in-house dry-aging process is a key differentiator, allowing the restaurant to maintain strict quality standards and deliver a steak that stands out in a city with no shortage of dining options."

The cooking method further distinguishes Wolfgang's from other steakhouses.

Steaks are cooked at extremely high temperatures in specialised broilers, ensuring a perfect sear and a juicy interior.

"Additionally, Wolfgang's chefs are trained rigorously to replicate the precise cooking techniques used at the original New York location, providing diners in Bangkok with a truly authentic experience," he explained.

In addition to its famous steaks, Wolfgang's Bangkok will offer a variety of appetisers, side dishes, and desserts, including seafood towers, German potatoes, creamed spinach, signature New York-style cheesecake, apple strudel a la mode (apples wrapped in filo pastry, folded and baked until crisp), pecan pie (pie made with pecans mixed with eggs, butter and sugar), and the classic Hot Fudge Sunday combines warm, rich chocolate fudge mixed with slightly melted frozen ice cream. amongst others.

Local sourcing will also play a role in the menu, with fish and vegetables sourced fresh from Thailand to complement the steak-focused offerings.

Wolfgang's Steakhouse Bangkok spans 625 square metres, capable of accommodating up to 150 guests and features a charming outdoor seating area, a whisky bar, and an impressive wine cellar boasting over 2,000 bottles.

The wine list is curated to offer 40% U.S. wines, particularly from Napa Valley, while the remaining 60% includes selections from France, Italy, Spain, Australia, New Zealand, and South America, making it one of the most comprehensive wine collections in the city.

The Bangkok restaurant's design reflects Wolfgang's signature style, classic and sophisticated, yet evolving to incorporate modern touches that resonate with Bangkok's contemporary dining scene.

Though Wolfgang's Steakhouse is a premium brand, it aims to offer value for money, with portions that are generous and designed for sharing.

The restaurant's family-style service is intended to create a convivial dining experience where guests can enjoy multiple dishes together.

"For lunch, diners can expect an average spend of 1,800 baht, while dinner will range between 3,600 and 4,000 baht, depending on the wine selections," Mr. Zwiener explained.

"We've made sure the prices are attractive and reflect the quality of our offerings."

Steak enthusiasts can look forward to signature dishes such as the 1,000-gramme steak for two, while other cuts like the petit filet mignon, ribeye, and sirloin will also be available.

Side dishes are designed to serve three to four people, encouraging a shared dining experience.

Meanwhile, Wolfgang's is exploring the possibility of opening more locations in Thailand in the future, potentially expanding to popular beach destinations or other major cities.

Wolfgang's Steakhouse was founded by Wolfgang Zwiener, who spent over 40 years working as a head waiter at the renowned Peter Luger Steakhouse in New York.

Founded in 2004, Wolfgang's Steakhouse has quickly become a leading name in the high-end steakhouse segment, known for its commitment to USDA Prime beef and traditional steakhouse dining.

It is Wolfgang's son, Peter Zwiener, who leveraged his background in banking and business to help grow the brand into an international phenomenon.