Singapore appears to be in the throes of a mini toast revival, what with the newly-opened Korean-inspired Isaac Toast at Plaza Singapura, and Kuma Rainbow Toast (which is relocating from its Westgate mall spot just a month after opening due to landlord issues).
The newest contender to join the carby fray is homegrown brand Egg Stop. They've sold themselves as Korean toast makers (where egg is a prominent ingredient) a la the wildly popular Korean chain Egg Drop, which originated in Seoul. However, despite Egg Stop’s similarly Instagrammable stacked ingredients between thick bread slices and Facebook updates written in Hangul, it’s very much a Singaporean brand. Its co-founded by Ahmad Adam, 27, who’s also behind the Le Castella Taiwanese cake franchise here.
He admits the inspiration for his month-old shop comes from California breakfast sammie makers Egg Slut, plus Korean sandwich kings Isaac Toast and Egg Drop. “We initially wanted to bring Isaac Toast here actually,” he says. “But we eventually realised we didn’t like the idea of franchising as we wanted the freedom to be able to introduce seasonal menu items and run promotions without running into any issues with franchise agreements.” It’s a problem he says he faced with Le Castella and wished to avoid in his newest venture.