Bakery chain Tiong Bahru Bakery launches smaller format concept store

The store features a smaller, grab-and-go format with a retail focus.

Tiong Bahru Bakery has opened Crumb & Go, its first-ever brand extension that combines the features of a grab-and-go foodservice model with the chain’s retail offerings.

The smaller format accommodates 3 seated and 30 standing guests. It will offer pre-packaged sandwiches and salads in to-go formats, as well as beverages. Crumb & Go will also have a coffee bar.

By next year, the concept will also offer Kouign Amann soft serve and coffee slushies.

Aside from food, the new concept will be selling Tiong Bahru Bakery’s full range of merchandise, from apparel, wearables, and other collectables from the brand.

The new concept follows a store refresh of its flagship in Eng Hoon last August, as it makes plans to expand and promises more new ways customers can interact with the brand.