Swee Heng Group is expanding its innovative bakery concept, ‘Toast & Roll’, with several new outlets set to open across Singapore throughout 2025. This expansion follows a strong customer response to the initial locations and aims to bring a modern grab-and-go bakery experience to more neighbourhoods.
Initially launched as a distinct offering from Swee Heng’s existing brands, such as Swee Heng 1989 Classic, ‘Toast & Roll’ has seen steady growth since its debut. Current outlets include Jurong Point, Oasis Terraces, Tampines MRT, Novena Square, and Bedok Mall. New locations are planned for The LINQ, Beauty World, Lentor Modern, West Mall, and Heartland Mall Kovan.
The expansion is driven by evolving consumer preferences for high-quality, lifestyle-oriented bakery products. ‘Toast & Roll’ offers a broadened menu featuring toasts, cake rolls, croissants, Danish pastries, tarts, and festive exclusives. A spokesperson from Swee Heng Group stated, “Toast & Roll is perfectly positioned to meet these expectations, especially with our Research and Development team constantly innovating and adapting to global influences.”
Beyond customer satisfaction, the expansion will create opportunities for employees through internal mobility, cross-training, and leadership development. It also supports long-term brand equity by enhancing visibility and improving the innovation pipeline.
In addition to the retail expansion, Swee Heng plans to launch a new loyalty app integrating rewards and payment functions across all its brands. This app aims to streamline the customer experience, encouraging greater engagement and reflecting Swee Heng’s efforts to strengthen its digital presence.
Despite challenges such as location scouting and recruitment, Swee Heng has leveraged its experience to ensure a smooth rollout of the new ‘Toast & Roll’ outlets. The brand’s continued growth reinforces its position as a leader in Singapore’s bakery industry.
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