Ton Phairatphiboon, a 2001 Daniels College of Business graduate is back in the campus community as the owner of Stick-e-Rice restaurant/bar on University Boulevard.

The Thai-food venue was originally an assignment for the DCB core class, “Business Plan.” The unique eatery has been open for six months near the intersection of University and Evans.

The restaurant imports its namesake, sticky rice, directly from Thailand. Phairatphiboon, originally from Bangkok, said that Stick-e-Rice may be the only restaurant in the United States to carry the naturally glutinous rice.

According to Phairatphiboon, marketing a restaurant around a new product can be risky business.

“The sticky rice is our niche” said Phairatphiboon. “But the real challenge is trying to market a new product like that.”

His gamble seems to have paid off, as both Internet reviews at http://www.bestofthecity.com/denver/dining/venue.adp?sbid=137823&type=userreviews and DU students are excited about the food. The restaurant participates in DU’s Flex plan.

Freshman Lewie Wilson said, “I’ve been there three or four times and everything I’ve had there has been really good.”

Marketing the unique rice is only one of many challenges Phairatphiboon has faced in the business world.

At 27, he works six days a week in his fledgling restaurant. Though the restaurant has only been open a short time, Phairatphiboon and his constantly changing staff have had to deal with more than their fair share of problems.

“We didn’t know if we could pull it off. Negotiating on the building, and getting the bank loan- that was the toughest part,” he said. “We went to every bank in town. It ends up that we are the first restaurant in the history of Colorado to get a loan from UMB bank.”

His worries were not over yet, however. After only a few months of Stick-e-Rice’s existence, Phairatphiboon was forced to fire his wait staff for defrauding customers.

“I fired some people putting tips on the checks, and I know their handwriting,” said Phairatphiboon. “It was tough, especially when we first started. It was definitely a rollercoaster ride.”

A continuing inefficiency of the restaurant, according to Phairatphiboon, is the service. Complaints from DU students raise the same issue.

“The whole concept is pretty cool, the lighting and atmosphere and everything, but the service was pretty terrible,” said Castel Valere, DU student and former employee.

Though this is a problem for a quick-service restaurant, Phairatphiboon believes that Stick-e-Rice will have everything under control in two months. Already, he says, the time in which customers receive their food has been cut in half.

“We’d really appreciate it if people would be patient,” he said. “We’re just trying to get everything right.”

Phairatphiboon believes that the next month will see improvements. In fact, including a Feb. 3 tsunami benefit with DU, Stick-e-Rice plans to institute its first marketing program in two months.

Phairatphiboon admits to having no experience in the restaurant business or kitchen design. Design, however, is one of Stick-e-Rice’s major draws and greatest assets, according to restaurant reviewers and students.

“I thought it was very New York- clique, hip and trendy,” said junior Eric Sundblad. “It is a really nice, upscale place. It would probably fit better downtown though; the bar is more of a mingle bar than a get-rowdy bar.”

The bar, nestled by the right of the door, is aloof and brimming with high-class liquor.

The restaurant was originally open until 2 a.m., but now closes at 10 p.m. The bar used to open up Friday nights, with DU rugby players working the door, but the place was left a mess and fights broke out. Phairatphiboon agrees with Sundblad, saying the 2 a.m. nights may be over for good.

“The people fighting and flipping tables weren’t DU students,” said Phairatphiboon. “But they aren’t the type of customers we want. We want them civilized and definitely 21.”

Regardless, in a month, Stick-e-Rice will begin its marketing plan and reach out to DU and young families, its target audience.

“There’s a lot of history behind the menu here. We just need to communicate it better,” said Phairatphiboon. “You always need to educate your customers.”

In addition to his DU patronage, Stick-e-Rice employs three DU students. One, Randall Kirk, has been with the organization since its opening in June 2004.