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Chapter 1 The Origin Story

Lucky 13 Sandwich

Before Noahs, our journey began on the tropical island of Phuket, Thailand, where a group of entrepreneurial individuals came together and achieved the impossible.

In 2012, our CEO and co-founder, Daniel Baven, went to Thailand for an adventure, working in Thailand’s vibrant culinary sector at the age of only 24. His vocational qualifications and culinary degree from Copenhagen Restaurant School paved the way for many interesting opportunities. He worked as an executive chef in two different hotels and founded Lucky 13 Sandwich as a side project at the age of 25.

Within a few years, Daniel teamed up with Peter Strøm, Carl Simonsson, Danny Cavender, and Robert Engström to build Lucky 13 Sandwich into a sensation on the island of Phuket. Lucky 13 Sandwich continued to expand into Hua Hin, Bangkok, and the Phi Phi Islands, ultimately growing to more than 20 locations in total (pre- and post-COVID)

We made all sauces ourselves - This was our popular mayo.

The breakfast favourite.

The Hangover Set - A meal including a cold towel, shades and painkillers.

The perfect lunch combo.

The iconic Cheese Steak.

The American Moby Burger.

Signature Lucky 13 Bakery baguette fresh from the oven.

The Black Pearl burger served with pork ribs.

Spicy tuna and rye bread sandwich.

Roast beef and avocado sandwiches being prepared for catering.

Our spicy pork meatballs - Larb Moo Tod.

Our Serrano, parmesan and sun dried tomato sandwich.

Our popular Thai Wrap.

Our BLT in a bagel.

Our best selling Sandwich set.

Lucky 13 Coffee - A locally roasted Thai blend.

Hot Toast with fried runny egg and bacon.

Coffee & Breakfast at Lucky 13 Sandwich Nai Harn, Phuket.

Healthy Breakfast Bowls.

Freshly sliced roast beef.

Central kitchen 2018.

A towering Club Sandwich.

Breakfast at Lucky 13 Sandwich Kathu.

A breakfast burger from it_s best angle.

A line of Moby burgers with cheese fries on their way out of the kitchen.

Learning by Doing

During this time, we learned the ropes of building a franchise system, creating a supply chain with our own internal central kitchen, bakery, and distribution center from scratch.

We created a fantastic product and we successfully scaled it to across new regions.

We pioneered the use of marketing and online food delivery, being the most prevalent delivery fleet available in our market, before food delivery platforms entered the scene.

We also developed a new type of learning platform for new employees and redefined operational technology to stay ahead of the curve. In short, Lucky 13 Sandwich was the perfect empirical education for our founder team and enabled the opportunity for the next phase of our epic journey.