Chiang Mai, April 10, 2025 – Have you ever thought that you will have to reduce your waist size to reduce the restaurant bill? A restaurant located in the northern city of Chiang Mai in Thailand has offered such a unique offer, which has now become the center of discussion on social media. The rule here is very clear: the thinner you are, the bigger the discount. But with this offer, a new controversy has also arisen.
This popular food shop named Chiang Mai Breakfast World was known for its fresh dishes, but now it is in the headlines for the ‘Skinny Challenge’. The restaurant has prepared a metal structure for the customers, which has five different sized gaps. The rule is something like this: you have to pass through these gaps. There is no discount on crossing the largest gap, but as the gap gets smaller, the discount increases—starting at 5 percent and going up to 20 percent for the smallest gap.

The thrill of the ‘Skinny Challenge’ and the restaurant’s strategy

Restaurant owner Suthipong Chaiwat shared the idea behind the initiative, saying, “We wanted to do something new and fun. It’s like a game that attracts customers and gives them a chance to laugh.” According to him, the offer started last month and so far hundreds of people have participated in the challenge. In a viral video on social media, people are seen laughing and smiling as they try to pass through these narrow paths. An x user, @obsessedwrestler, shared a clip of it and wrote, “The restaurant where you get a discount if you eat skinny!”

View this post on Instagram

A post shared by Amonthego (@amonthego15)

But the campaign is proving to be as controversial as it is entertaining. While some people are taking it lightly, many are considering it a means of ‘body shaming’.

Flood of criticism: Is this a mockery of obesity?

There is no dearth of people criticizing this offer on social media. Naren Supak, a fitness trainer in Bangkok, said, “This offer is an attempt to demean fat people. Every person’s body type is different, and making it a criterion for discounts sends the wrong message.” Some users even called it “unethical”, arguing that it would further promote the body image pressures already prevalent in society.

View this post on Instagram

A post shared by Obsessed Wrestler 🤼‍♂️ 🔥 (@obsessedwrestler)

In another tweet, user
@fitlife_thai

wrote, “Restaurants want publicity, but this is not the right way. Should fat people not even go out to eat?” These criticisms have made the offer a matter of moral debate.

Restaurant’s silence and future prospects

So far, the restaurant management has not issued any official statement on these criticisms. However, an employee, on the condition of anonymity, said, “We did not think it would become such a big issue. Most customers are taking it as a joke.” Still, the question remains whether the offer will be discontinued due to the controversy or will it continue to be popular.

A new marketing strategy?

Marketing experts believe that the offer, though controversial, has given the restaurant tremendous recognition. “It’s a smart but risky move. If the restaurant handles this criticism in a positive way, it could prove to be beneficial for them,” said Priya Wong, a business analyst in Chiang Mai. According to her, such unique campaigns are an age-old way of attracting customers, but their success in today’s sensitive environment may be questionable.

Final Thoughts: Laughter or Insult?

This ‘Skinny Challenge’ from Chiang Mai Breakfast World has certainly become a topic of discussion among people. Some are seeing it as light entertainment, while others are considering it a symbol of body discrimination. But one thing is for sure—this offer can not only lighten your bill, but is also raising deep questions in society. So, would you like to try this challenge, or would you prefer to ignore it? The decision is yours.