Boat Noodle serves authentic Thai noodles that are inspired by the history and culture of people making a humble living by selling food and goods on their boats at a floating market in Ayutthaya, Thailand. People used the water as a means of transportation and labor. Small bowls of noodles were therefore a practical and secure way to indulge. Despite the small serving size, the noodles' high quality was sufficient to keep them going. In order to replicate the feel of the floating market, Boat Noodle has continued the tradition of using small bowls. Affordable and filling, customers are able to eat a variety of dishes at once, which created the trend of bowl stacking.