Rosa's Thai Cafe


Rosa's Thai Cafe


Organisational Culture


The Challenge

Protecting what's special and fostering a culture that delivers on ambitions

The Approach

Mass online and offline participation across the business to co-create a cultural framework

You can trace the story of Rosa’s Thai Cafe to a mountain farm in northern Thailand where the founder, Saiphin Moore, started experimenting with family recipes and ingredients. That obesession led her and her partner, Alex, to a street food stall in Brick Lane. Together they grew Rosa’s into one of Britain’s favourite high street restaurants with over 450 team members nationwide. And counting.

The new management team, with a healthy and deep respect for the company’s heritage, asked Something More Near to decode the Rosa’s way of working, aligning team members, old and new, as they moved swiftly to reach ambitious growth targets.

Through a rapid programme of mass collaboration across the UK, we co-created a set of values and behaviours that front of house, back of house and support teams were proud to stand behind. It’s not everyday you make a founder so happy that you bring a tear to their eye.

putting the social into socially distanced

With ongoing covid restrictions and safety front of mind, we had to get creative about meaningfully engaging an entire workforce from a distance. From online Murals to mobile surveys, steering teams and socially distanced Thai picnics, we set out to get perspectives from every team across the country.

Managers with little to no background in running workshops ran invaluable sessions, armed with simple-to-use facilitation guides in English and Thai, MacGuffin props and creative exercises that did the heavy lifting for them.


Our work tapped into the creativity and energy of the people at Rosa’s. Avoiding the corporate platitutes that litter traditional culture projects, we gathered rich inspiration through activities that created imaginative spirit animals and values that formed the basis of our final framework. To the people of Rosa’s we say Khop Khun!

becoming a part of the whole business

We evaluated and outlined effective ways to embed the framework, ranging from behavioural indicators and innovative training programmes to food quality control and service experience.

We also devised a communications for all staff, including a food mantra and values booklet, in-store posters and a site-wide roadshow of events to launch the new framework.

“Something More Near's creative approach uncovered real gems from within our own teams, creating a framework that is an incredibly honest reflection of our culture. We are very proud of this work.”

Gillian Lambden, People Director

Changework Projects