Singaporean bakery chain Swee Heng has launched its concept stores, Toast & Roll, following the brand’s store opening of a modern and to-go bakery chain in the region.
Featuring its signature pastry menu with toasts, cake rolls, croissants, Danish pastries, and tarts, the concept stores will have a loyalty app that allows customers to enjoy in-app payments, earn points, and redeem vouchers.
“This growth journey allows us to stay ahead of consumer trends and present new ideas in a form that’s exciting, modern, and highly relatable,” said Swee Heng’s spokesperson.
The bakery chain plans to open several locations, including the launches at Lentor Modern, West Mall, The Linq at Beauty World, and Heartland Mall Kovan.
Founded by Swee Heng Group in 1989, Swee Heng bakery has opened 35 outlets nationwide and is known for its halal cakes and all-occasions whole cakes.
