World's First Coach Cafe Opens In Chinatown |
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The World’s First Coach Cafe Opens In Singapore

20th April 2023

The world’s first Coach Cafe opens at Keong Saik 


Heads up, cafe hoppers: there’s one new contender in town. The world’s first Coach Cafe has opened its doors along the bustling Keong Saik Road, right in the heart of Chinatown!


On top of being the first-ever Coach Cafe, the space is home to Coach’s debut bespoke concept store in Asia. You definitely won’t miss the unique storefront—the entire three-storey unit is painted in iconic shades of pink and orange. A vintage-inspired sandwich board is also placed at the entrance, drawing you in to check out the cafe offerings created in collaboration with the popular homegrown cafe Brawn & Brains Coffee.


Walk through The Lobby and Coach Lounge, and you’ll see Coach Cafe. The vibes here are immaculate—think retro ice cream parlours in NYC, softened by light pastel shades of pink and yellow. Specially designed milk cartons and cereal boxes don the shelves on one side of the vintage-inspired cafe, while butter-yellow dining sets are lined up on the other. 

As mentioned earlier, Brawn & Brains is part of the brains behind this menu, so you can expect specially curated items spanning brunch fare, exclusive plated desserts and many more. 


The NYC-inspired menu stars all-day breakfast items including Classic Pancakes ($16++): stacked pancakes served with maple syrup, house-made kaya, and a tangy mixed berries jam. 


Alternatively, those who like sweet and savoury combinations can opt for the Chicken & Waffles ($18++), which pairs thick and crispy waffles with a generous chunk of crispy chicken.


Drizzle some chilli honey and maple syrup over the golden waffles and fried chicken for the ultimate treat! 


Another must-order is the All American Cheeseburger ($19++), comprising a chonky, juicy grilled beef patty with fresh tomato and lettuce, red cheddar, and crunchy pickles.


Everything is held together by house-made brioche buns that are lightly buttered and toasted. Pair each bite with curly fries that are served on the side. 


If you’re a regular at Brawn & Brains, you’ll know of their pillowy soft BB Donuts. Good news: these delicious Donuts are making an appearance at Coach Cafe! Choose from four flavours: Classic Sugar ($4.20++), Cinnamon Spice ($4.20++), Zesty Lemon Curd ($5.20++), and Cherries & Cream ($5.20++), which is exclusive to Coach Cafe.


Each round features a light and fluffy dough within, coated in crunchy sugar crystals on the outside for extra sweetness and textural contrast. Get the tangy lemon flavour if you’re in the mood for something citrusy, or go for the cherry option for something slightly richer. The doughnuts are fried fresh in small batches and are not overly sweet.


Wash it all down with a cuppa joe; the cafe uses house-roasted beans for a rich and nutty profile. You won’t go wrong with an Iced White ($6++) or Iced Black ($5++).


If you love all things sweet, visit after 6pm for the full dessert menu, which spotlights five bespoke desserts that’ll satisfy anyone with a sweet tooth. There’s The Hangtag Surprise ($25++), a showstopping creation comprising vanilla ice cream, berries compote, and a fully edible chocolate hangtag. 


This plated dessert is all about the experience. Break open the hangtag to unveil a delightful surprise within: buttery biscuits, chocolate honeycomb pieces, sprinkles and more. 


Alternatively, go old-school with the Signature Ice Cream Sundae ($12++) that looks like something straight out of Pop’s Diner from cult favourite comics series, Archie


This classic treat comes with vanilla ice cream, strawberry syrup, whipped cream, and a cherry on top. 


If all that isn’t enough sugar for you, complete your meal with The Coach Hot Chocolate ($10++), a fun and indulgent beverage that’ll please any chocoholic. Add your desired amount of “C” chocolate pieces and chocolate sauce into the glass of hot steamed milk, and watch your drink transform into a creamy and decadent drink—perfect as a nightcap to round up your time here. 

Before you leave, don’t forget to pop by the various themed rooms across the levels, and check out the immersive digital experience at Coach World Art Experience on the third floor!

Find out more about Coach Cafe!

Address: 5 Keong Saik Road, Singapore 089113
Opening hours: Thurs-Tue 9am to 3pm, 6pm to 9pm
Coach Cafe is not a halal-certified eatery.

Photos taken by Zi Hui Tan.
This post was brought to you by Coach.

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