Interview: Tiong Bahru Bakery refreshes flagship as it eyes regional expansion

Tiong Bahru Bakery (TBB) is stepping into a new chapter with a refresh of its flagship Eng Hoon Street outlet and plans to expand regionally.

The refreshed flagship promises the familiar warmth and seriously good bakes that customers have loved for years, but now with new layers of storytelling, design, and hospitality. This will come through bold collaborations, more interactive experiences, or subtle nods that ground each store in its local community. 

“There will be a whole line-up of new products and new ways for TBB customers to interact with the brand and be rewarded for their patronage. It’s still recognisably TBB, just growing into its next chapter — one Kouign-Amann at a time,” said Matt McLaughlan, general manager of TBB in an interview with MARKETING-INTERACTIVE. 

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Even as TBB prepares to expand regionally, McLaughlan is clear that the heart of the brand and the things that make it special will remain unchanged. Craftsmanship, a welcoming space, and a sense of community are at the core of every store.

McLaughlan puts it best, saying that: 

Wherever we go, we want every TBB to feel like your neighbourhood bakery, a third place, or a comforting part of the community — where you come for the croissants, but stay for the warmth, familiarity, and connection.

These changes to the Eng Hoon Street outlet aren't just cosmetic too. According to McLaughlan, they set the tone for future outlets, both in Singapore and abroad, showing how TBB intends to evolve without losing the soul that made it beloved in the first place.

When Tiong Bahru Bakery opened its first outlet on Eng Hoon Street in 2012, it quickly became more than just a bakery. In fact, it turned into a neighbourhood haven where locals could linger over coffee and buttery pastries, and strangers could feel instantly at home. Eleven years later, the brand is returning to its roots for a refresh that’s both a celebration of its heritage and a sign of the next chapter in its growth.

“The Tiong Bahru Bakery brand will be undergoing a refresh this year, and we decided to start with our Eng Hoon Street outlet as this was where it all began for us; it’s our flagship, our first home, and where many discovered Tiong Bahru Bakery for the first time when we opened in 2012,” said McLaughlan.

“As we plan for a new phase of growth regionally, it feels right to first return to our roots and reaffirm what makes us who we are," he added.

Regional expansions

The bakery’s first foray beyond Singapore, in Manila, taught the team that the desire for comfort, connection, and well-made pastries is universal. While the name ‘Tiong Bahru’ might not carry the same meaning outside Singapore, it aims to create a feeling of a neighbourhood space that’s familiar, a little cheeky, and reliably good, which can all be translated across cultures. The warm reception also highlighted the brand’s widely dispersed and loyal fan base.

Expanding into new markets doesn’t mean replicating Singapore’s story wholesale. Warmth and charm, McLaughlan said, are built into each neighbourhood store in different ways whether its a cheeky Instagram pun, culturally adapted merchandise, or a team that knows your order before you ask. 

In fact, training and building hospitality has become the brand's focus "from day one", said McLaughlan. He added:

Warmth can translate in many ways in hospitality. The importance is that genuineness comes through — from our people and the culture we nurture.

When entering a new market, TBB works closely with local partners to ensure the experience feels authentic. “We don’t expect people overseas to know Tiong Bahru the neighbourhood — but they can absolutely connect with what it represents: a place that’s grounded, quietly cool, and rich in personality,” McLaughlan explained.

“We co-create with our local partners on everything from sourcing and hiring to service culture, so that the end result feels authentic and not just transplanted. The goal is to build something that belongs," he said.

Looking ahead, success for TBB as a regional lifestyle brand isn’t just about expansion or recognition. It’s about becoming a beloved neighbourhood presence in every city it enters. “Success for us would be hearing someone in a new city say, ‘That’s my go-to neighbourhood bakery.’ We want to be known not just for our bakes and coffee, but for creating places where people feel seen, welcome, and part of something,” said McLaughlan.

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