Amid rising living costs and many restaurants raising prices, a noodle shop in Phichai district, Uttaradit province, has become a favorite among many thanks to an innovative concept that completely goes against economic trends.
The answer is Krua Klang Chicken Bitter Melon Noodle Buffet, located by Ban Pak Khlong Road, Village No. 1, Korum Subdistrict, Phichai District, Uttaradit. The lively atmosphere is bustling all day, filled with customers from all directions—students, government officials, and tourists—all eager to enjoy the "unlimited satisfaction" at just 69 baht.
A familiar scene at the shop features Sunanta Inrung, known as Khun Son, the owner, and her team busily boiling noodles to serve customers, who then craft their favorite bowls. The standout feature that makes this place famous is the buffet line, where customers can freely serve themselves unlimited toppings, including stewed pork, stewed chicken, and stewed chicken drumsticks cooked until tender, as well as stewed wing tips, chicken feet, chicken joints for those who enjoy nibbling, and soft boiled chicken blood. Fresh vegetables like boiled bitter melon, holy basil, and bean sprouts are also available as delicious sides.
Customers can choose from various noodles—thin rice noodles, wide rice noodles, egg noodles, glass noodles, and Wai Wai instant noodles—and select either clear or thick broth. Then comes the joyful moment of adding unlimited toppings as they wish, refilling until satisfied, all for a single price of just 69 baht.
Khun Son, owner of Krua Klang Chicken Bitter Melon Noodle Buffet, shared the origin of the shop: she has always loved noodles and noticed many noodle shops emerging, so she wanted to create something unique. She began studying and experimenting with stewed noodle recipes from acquaintances until achieving a flavorful, aromatic taste that won praise from neighbors and relatives who encouraged her to open a shop.
Wanting to go further, she "had the idea" to transform a regular noodle shop into a "buffet" so customers could enjoy a wide variety of stewed toppings as much as they want and get the best value. The result exceeded expectations.
Soon after opening, word of mouth spread the shop's fame, attracting customers from both local areas and other provinces to come and try continuously.
Behind the success is not just a novel idea but the "heart" put into the food. Khun Son emphasizes that the broth is the star of the shop, rich and fragrant from carefully selected fresh ingredients sourced regularly. Importantly, all stewed toppings must be simmered for 2–3 hours to deeply infuse spices, resulting in tender chicken and pork that melt in the mouth. Every step is done with care, from washing and marinating to stewing.
Krua Klang Chicken Bitter Melon Noodle Buffet confidently guarantees deliciousness, cleanliness, and great value, challenging everyone to come and try. For those who don't eat much, the shop also offers regular bowls for just 40 baht each.