Tiong Bahru Bakery to reopen Eng Hoon flagship after major overhaul
The outlet will serve as the model for future branches.
Tiong Bahru Bakery (TBB) will reopen its Eng Hoon Street flagship on 26 September after a major renovation.
The outlet, redesigned with interior firm H Creates, will serve as the model for future branches.
“We wanted our Eng Hoon flagship to reflect where the brand is today—and where we’re headed,” said Matt McLauchlan, general manager of TBB. “It’s about keeping our core identity intact whilst modernising the experience for today’s guest.”
The revamp comes as TBB expands, with 19 outlets in Singapore and its first overseas location in Manila, which was opened earlier this year.
The company says the Eng Hoon flagship’s transformation will guide its regional growth plans over the next five years.
Beyond interiors, TBB is also rolling out a new brand identity, developed with Foreign Policy Design Group.
The refreshed logo takes cues from the 1930s architecture of the Tiong Bahru neighbourhood and illustrations inspired by Ludwig Bemelmans’ Madeline books.
The Eng Hoon menu retains long-standing favourites such as croissants, kouign-amann, and sourdough breads, whilst introducing nearly half the menu featuring new items.
Additions include Singapore’s first Kouign Amann Soft-Serve, a Black Sesame & Matcha Danish, and a Nori Furikake Scone.
Drinks feature new options like Pistachio Matcha, Lychee Rose Soda, Mandarin Espresso Spritz, and more Eng Hoon-only flavours.
Several items launched as specials have been made permanent, such as the Milo Dinosaur Shio Pan.
Other updates include viennoiseries, such as the Chicken, Arabiki Mustard Sausage Roll, and Hot Honey & Parmesan Shio Pan. Desserts also include the Mango Sticky Rice Danish.
Sandwiches and quiches get new entries such as the Corned Beef, Sauerkraut & Gruyere Sub, Classic Tuna Melt, and Miso Salmon & Edamame Quiche.
Joining TBB’s coffee staples are Cold Brew Royale, Banana Caramel Latte, and speciality matcha drinks like Dark Cherry Matcha.
