Simply Thai has opened at 122 E. Main St. in Jamestown.

It opened in a former office space across from Southern Roots restaurant. “It’s a great location. It’s a great town,” said Matt “Jit” Lothakoun. Lothakoun opened the restaurant with his sister Vonne Keobouala. It is their second location.

The two opened Simply Thai at 2041 Timberline Station Drive in Elon eight years ago.

It’s been a long road for the two Laotian Americans since they came from Laos with their parents, three siblings and their grandmother in the early 1980s when thousands fled the war-ravaged countries of Laos, Thailand and Vietnam.

Lothakoun and Keobouala’s family ended up in California, where they operated a noodle shop.

The family eventually moved to North Carolina and opened a Thai takeout restaurant in Fayetteville.

After about a year of operating the Fayetteville restaurant, they opened a finer-dining restaurant in Elon serving Thai and Laotian food.

The Jamestown menu echoes the Elon restaurant with sushi... “Laotian food is more herbal, with lemon grass, cilantro and basil,” Keobouala said. “It has a spiciness, but with an herbal kick.”

Many Thai dishes are of Laotian descent. The two countries share a border and cultures.

A Lao food movement, led by chef Seng Luangrath of Washington seeks to highlight the traditional dishes and flavors of Laos. Keobouala and Lothakoun are friends of Seng’s. They plan to have her as a guest for a grand opening of the restaurant early in the new year. The date is yet to be announced.

“You can find Laos dishes on many Thai menus,” Keobouala said. “I want to be able to be a part of a Lao food movement.”

A full bar with signature cocktails, extensive wine list and imported and locally produced beer is offered. The Jamestown restaurant, with its relaxed and rustic-modern atmosphere, is about half the size of the Elon restaurant. It seats about 50. The restaurant seats an additional 20 outside during good weather.

Most of the work at both restaurants was done by Lothakoun, a trained engineer who is also a contractor. Plans are to expand the Jamestown restaurant by adding an event center in a former fitness club next door.

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By: Norma B. Dennis

The  long-anticipated Simply Thai restaurant on East Main Street did not  open with fanfare. That will come later when owners Matt “Jit” Lothakoun  and his sister Vonne Keobouala hold a grand opening in January. The  brother-sister duo, however, did host a soft opening Nov. 29 for staff  and a few walk-in customers who dropped by when they saw the lights.

The  following two nights found friends and families who had learned of the  opening crowding the place to experience the Thai and Laotian cuisine  offered by Jamestown’s newest restaurant.

“This  was a trial run to get us started,” Vonne said. “It has warmed our  hearts to see the new restaurant come to life after so many months of  preparation and planning.”

Although they will hold an official  ribbon cutting and opening ceremony after the new year begins, the staff  at Simply Thai is ready to serve customers now. The restaurant is open  Tuesday through Friday from 11 a.m. to 2:30 p.m., Saturday from 4:30  p.m. until 10 p.m. and Sunday from 11 a.m. to 2:30 p.m. and from 4:30  p.m. to 9 p.m.

“Our love of cooking started with our mom, Chan,”  Vonne said. “She was the driving force and sustainer of our family when  we came from Laos to America in the 1980s and settled in Visalia,  California, Mom was way ahead of her time, operating what is now called a  food truck for a loyal following, which included many Southeast Asians  who longed for the delicious flavors and dishes of home.”

While in college, Matt opened his first Southeast Asian restaurant with his mother as the head chef.

“It  was a learning experience for both of them,” Vonne said. “But it was  our mother who understood the importance of getting to know our  customers, in addition to offering delicious food.”

Matt has a  degree in industrial engineering, and Vonne began her career as a human  resources professional. But their passion for food led the siblings to  start a Thai restaurant in Fayetteville, North Carolina. In 2008, Matt  noticed a new strip mall in Elon that would eventually become the  location of Simply Thai. The restaurant not only drew customers from the  Elon and Burlington communities but from surrounding areas as well.

When deciding to open a second restaurant, the brother and sister choose Jamestown, which like Elon had a small-town feeling.

“There is a trend happening in America, where small-town life is being rediscovered and valued again,” Vonne said.

“Jamestown  was the first town I lived in after moving to North Carolina from  California 20 years ago,” Matt said. “I still remember the immediate  feeling of history and small-town life.”

Having the restaurant close to several universities also appealed to the siblings.

“At  Simply Thai in Elon we meet university freshman and get to know them  and their families over the years,” Vonne said. “We often greet  customers by name when they walk in and make it a point to learn their  food and drink preferences. Ours is a family business. Our spouses are  on board to round out the team. But we also treat our employees and  customers like family.”

Simply Thai in Jamestown can seat 50 customers. There is also patio seating for about 20.

Guests who eat at the bar can enjoy their favorite cocktail while watching Simply Thai’s sushi chef work his magic.

The  bar will feature crafted drinks infused with Asian herbs and fruits  making them flavorful and unique. The bar manager is creating a  signature Simply Thai cocktail and will unveil it at the restaurant’s  grand opening. Drinks may be made with or without alcohol.

“Our mom is the only one who can do some of our food recipes, but she is teaching us,” Vonne said with a smile.

“Part  of Matt’s culinary mission is to stay current on Southeast Asian food  trends. Laos, Thailand and Vietnam have grown in popularity in recent  years as destinations for ‘foodie’ travelers. Matt visits the region  regularly. He and Mom have planned a trip there this winter to discover  the latest flavors and bring back the best to incorporate into Simply  Thai’s menu.”

Matt and Vonne, who quit her corporate job in June, will divide their time between the Jamestown and Elon locations.

“We  are looking forward to becoming part of the Jamestown community,” Vonne  said. “We want to be like ‘Cheers,’ where everyone knows your name. We  can’t wait to get to know our customers.”

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