Tiong Bahru Bakery trials lean grab-and-go outlet

It serves pre-packaged salads, drinks, and a small coffee and tea menu.

Tiong Bahru Bakery Pte. Ltd. (TBB) is testing a smaller, lower-manpower store format as it responds to growing demand for quick food purchases and rising interest in branded merchandise.

The concept, called Crumb & Go, opened behind the bakery’s flagship outlet in Eng Hoon. It offers a pared-down menu focused on pre-packaged salads, granolas, bottled drinks, and a limited selection of coffee and tea.

“The concept draws from on-the-ground insights across TBB’s network of 19 outlets—more guests grabbing food between errands, increased interest in TBB merchandise, and a desire for items that feel personal and considered,” Bane Tan, brand manager at Tiong Bahru Bakery, told QSR Media.

Starting 2026, the outlet will also sell items available only at this location, including coffee slushies and a soft-serve version of its kouign-amann.

The store is significantly smaller than a typical Tiong Bahru Bakery outlet, with space for just three seated customers and about 30 standing.

The test comes as food and beverage (F&B) operators face higher costs. Savills Plc data show prime retail rents rose 0.5% in the third quarter to $28.40 per square foot a month. Food service workers earn an average monthly salary of $2,391, according to Indeed, Inc.

Tan said Crumb & Go also gives the brand room to expand its retail and merchandising efforts. Beyond food, the space can feature lifestyle products, brand collaborations, and items from regional makers, as well as host limited-time retail offerings.

The company has no confirmed plans to roll out more Crumb & Go outlets. Instead, the Eng Hoon site is being treated as a pilot. Tan said the team would assess customer response, operational efficiency, and retail sales before deciding whether similar formats make sense.

“While there are no rollout plans at this stage, the concept plays a strategic role in TBB’s broader evolution into a lifestyle-driven hospitality brand, whilst complementing our F&B offering,” he said.