A nostalgic journey through time with every bite of traditional Hainanese bread and authentic local flavors
The Story Behind the Expansion
In the bustling heart of Singapore’s heritage district, where shophouses tell stories of generations past, Jie Bakery has expanded beyond its Tai Seng flagship with a new retail and cafe outlet in Outram Road. This isn’t just another bakery opening—it’s the culmination of decades of passion, family recipes, and an unwavering commitment to preserving Singapore’s bread-making heritage.
Married couple and co-owners Jimmy Mah, 62, and Amy Lee, 59, say the 48-seat space was opened in response to customers who wanted a place to sit down to have bread and coffee. Their journey hasn’t been without challenges. They had earlier run The Bread Shop by Jie Bakery in Kovan for more than a decade, but moved out in April 2024 when they found it unviable to renew the lease. However, their determination to serve the community never wavered, and since then, they had been looking for a shophouse unit to revive the cafe concept.
Ambience: A Warm Embrace of Nostalgia
Stepping into Jie Bakery’s Outram outlet is like walking into a warm hug from the past. Jie Bakery at Outram Road serves nostalgic Singaporean breads, buns, toast sets, and local comfort food in a lively orange café near Tiong Bahru. The space thoughtfully marries traditional elements with contemporary comfort, creating an atmosphere that appeals to both longtime fans and newcomers.
The 48-seat interior features a warm color palette dominated by cheerful orange accents that evoke the golden hues of freshly baked bread. Traditional kopitiam-style marble tables are complemented by modern seating arrangements, while the open kitchen concept allows diners to witness the artistry of bread-making in action. The aroma of freshly baked loaves permeates the space, creating an olfactory experience that transports visitors back to simpler times.
Natural light filters through large windows, illuminating the display cases filled with an array of colorful traditional buns and loaves. The walls showcase vintage photographs and memorabilia that tell the story of Singapore’s bread-making heritage, while modern touches like comfortable seating and contemporary lighting ensure the space feels welcoming to today’s diners.
The Heart of Operations: State-of-the-Art Baking
The Outram Road outlet is equipped with a $40,000 gas-powered oven that can turn out 130 loaves of old-school bread at a time. This impressive piece of equipment represents the bakery’s commitment to both tradition and efficiency. The substantial investment in quality machinery ensures that every loaf maintains the authentic taste and texture that has made Jie Bakery a beloved institution.
The baking process begins before dawn, with skilled bakers preparing dough using time-honored techniques passed down through generations. The gas-powered oven, with its superior heat distribution, creates the perfect crust and crumb that defines traditional Hainanese bread—crispy on the outside, soft and pillowy within.
Complete Menu Analysis
Traditional Breakfast Sets
Traditional Toast Set A – $4.50 These go into the Traditional Toast Set A ($4.50) with brown kaya-butter toast, two half-boiled eggs and a cup of Jie’s Nanyang coffee blend. This set represents the quintessential Singapore breakfast experience, where each component plays a crucial role in the overall harmony of flavors.
The brown kaya, a traditional coconut and egg jam, is made in-house using a recipe that balances sweetness with the rich, caramelized flavors that only slow cooking can achieve. The butter adds a creamy richness that complements the kaya’s intensity, while the toast provides the perfect textural contrast with its crispy exterior and soft interior.
The half-boiled eggs are prepared to perfection—runny yolks that create a silky sauce when mixed with soy sauce and white pepper. The Nanyang coffee blend is robust and aromatic, providing the caffeine kick needed to start the day while offering notes that complement rather than compete with the other breakfast elements.
Signature Bread Innovation
Jie Soft Baguette – $2.60 To mark the opening, Mr Mah developed a new product called Jie Soft Baguette, a hybrid between French baguette and traditional bread. Slightly salty and less dense than the classic, it retains its crispness even after cooling.
This innovative creation represents the bakery’s willingness to evolve while respecting tradition. The development process involved months of experimentation to achieve the perfect balance between French baguette characteristics and local preferences for softer textures.
Available varieties include:
- Jie Soft Baguette With Brown Sugar Kaya and Butter ($2.60)
- Jie Soft Baguette With Peanut Butter and Butter ($2.60)
Butter can be omitted for a lighter version, as the locally made peanut butter is already rich and creamy. The peanut butter is ground fresh, maintaining a coarse texture that provides delightful bursts of nutty flavor with each bite.
The Crown Jewel: Chicken Curry
Chicken Curry with Bread – $7 The highlight is Chicken Curry with Bread ($7), made with Madam Lee’s family recipe. She first cooked it over 20 years ago for their three children.
This dish represents more than just a menu item—it’s a family legacy transformed into a commercial offering. The curry embodies the essence of home cooking, where love is an ingredient as important as any spice.
Detailed Recipe Analysis: The rempah or spice paste, which she prepares herself, is a robust mix of fennel, galangal, old ginger, candlenuts, turmeric, shallots, garlic and lemongrass. Coconut milk rounds out the gravy, so it is spicy but not overwhelming.
Each ingredient in the rempah serves a specific purpose:
- Fennel: Adds a subtle licorice note and aids digestion
- Galangal: Provides citrusy, pine-like flavors more complex than regular ginger
- Old Ginger: Contributes warmth and depth
- Candlenuts: Creates richness and helps bind the paste
- Turmeric: Offers earthiness and the characteristic golden color
- Shallots: Add sweetness and depth
- Garlic: Provides pungent base notes
- Lemongrass: Contributes fresh, citrusy aromatics
The coconut milk is added gradually, allowing the spices to release their full potential while creating a velvety texture that coats each piece of chicken. Each serving comes with a chicken quarter, three chunks of potato and two slices of soft baguette.
Cooking Instructions for Home Recreation
Amy Lee’s Family Chicken Curry (Adapted)
Ingredients for Rempah (Spice Paste):
- 2 tbsp fennel seeds
- 3 pieces galangal (2cm each)
- 1 piece old ginger (3cm)
- 8 candlenuts
- 2 tbsp turmeric powder
- 6 shallots
- 6 cloves garlic
- 3 stalks lemongrass (white parts only)
Other Ingredients:
- 1 whole chicken, cut into quarters
- 3 medium potatoes, cut into chunks
- 400ml coconut milk
- 2 tbsp vegetable oil
- Salt and sugar to taste
- 2 pandan leaves (optional)
Instructions:
- Prepare the Rempah: Blend all spice paste ingredients with a little water until smooth. This should be done in small batches for the best texture.
- Toast the Paste: Heat oil in a heavy-bottomed pot. Fry the rempah on medium heat for 8-10 minutes until fragrant and oil separates.
- Add Chicken: Add chicken pieces, coating well with the spice paste. Cook for 5 minutes until chicken changes color.
- Simmer: Add coconut milk gradually, stirring constantly. Bring to a gentle boil, then reduce heat and simmer for 20 minutes.
- Add Potatoes: Add potato chunks and pandan leaves. Continue simmering for another 15-20 minutes until potatoes are tender and curry has thickened.
- Season: Adjust seasoning with salt and sugar. The curry should have a balance of spicy, salty, and slightly sweet flavors.
- Rest: Allow to rest for 10 minutes before serving to let flavors meld.
Refreshing Desserts
Jagung Susu with Grass Jelly – $2.70 For something sweet and cooling, there is Jagung Susu with Grass Jelly ($2.70), a mix of sweetcorn, grass jelly and condensed milk.
This traditional dessert provides the perfect ending to a hearty meal. The sweetcorn adds natural sweetness and texture, while the grass jelly contributes a refreshing coolness and unique texture. The condensed milk ties everything together with rich creaminess that balances the other elements.
Extended Menu Offerings
Based on the bakery’s tradition and The menu offers Big Bun ($2.90), Rainbow Bun ($3.00), Brown Sugar Bun ($2.70), Mini Sweet Buns (two pieces for $1.40), as well as small buns in sweet or savoury options ($1.40 to $1.70), the Outram outlet likely features an extensive selection of traditional baked goods:
Traditional Buns and Breads:
- Big Bun – $2.90
- Rainbow Bun – $3.00 (a colorful childhood favorite)
- Brown Sugar Bun – $2.70
- Mini Sweet Buns (2 pieces) – $1.40
- Savory Buns – $1.40 to $1.70
- Traditional White Bread Loaves
- Whole Wheat Options
Specialty Items:
- Sambal Shrimp Bun (Hae Bee Hiam specialty)
- Character-shaped buns for children
- Seasonal specialty items
Location and Accessibility
Address: 249 Outram Road, Singapore Nearest MRT: Havelock MRT Station Operating Hours: 7:30 AM to 8:00 PM daily Contact: 8641-7993
The strategic location places Jie Bakery at the intersection of Singapore’s heritage and modern development. Outram Road has historically been a melting pot of cultures, making it the perfect location for a bakery that celebrates Singapore’s diverse food heritage.
The area is easily accessible by public transportation, with Havelock MRT station providing convenient access via the Circle Line. The location also benefits from foot traffic from nearby offices, residential areas, and tourist attractions in the Chinatown and Tiong Bahru districts.
Food Delivery Options
While specific delivery partnerships weren’t confirmed in available sources, Singapore bakeries typically partner with major delivery platforms. Based on standard practices for similar establishments in the Outram area, potential delivery options may include:
Likely Delivery Partners:
- GrabFood: The most popular food delivery service in Singapore
- foodpanda: Another major platform serving the Outram area
- Direct delivery: Many traditional bakeries offer their own delivery service for larger orders
Recommended Ordering:
- Morning orders (8:00-10:00 AM) for freshest bread
- Lunch orders for curry sets
- Afternoon orders for tea-time snacks
Delivery Considerations:
- Bread items travel well and maintain quality during delivery
- Curry dishes should be consumed promptly for best taste
- Toast sets are best enjoyed fresh and may not be ideal for delivery
Dish Analysis: What Makes Each Item Special
The Science of Perfect Toast
The Traditional Toast Set showcases the art of timing and temperature. The bread is toasted to achieve the perfect Maillard reaction—that chemical process that creates the golden-brown color and complex flavors. The contrast between the crispy exterior and soft interior creates textural interest that enhances the overall eating experience.
Innovation in Bread Making
The Jie Soft Baguette represents a masterclass in adapting international techniques to local preferences. The challenge lay in maintaining the characteristic crust of a French baguette while achieving the softer crumb that Singaporeans prefer. This required adjustments in hydration levels, fermentation time, and baking temperature.
Curry Complexity
Amy Lee’s chicken curry demonstrates the sophistication possible in traditional cooking. The layered spicing creates a complex flavor profile that evolves with each bite. The use of coconut milk not only adds richness but also helps to meld the various spice components into a harmonious whole.
Cultural Significance and Heritage
Jie Bakery represents more than just a business—it’s a keeper of Singapore’s culinary heritage. Jie Bakery is one of the very few traditional bakeries in Singapore that stays true to its roots—their loaves and buns are all freshly-baked daily in-house.
The bakery serves as a bridge between generations, where grandparents can share childhood memories with their grandchildren over familiar flavors. In an era of rapid modernization, establishments like Jie Bakery play a crucial role in preserving food traditions that define Singapore’s cultural identity.
The Future of Traditional Baking
With the opening of the Outram outlet, Jie Bakery demonstrates that traditional businesses can evolve and expand while maintaining their core values. The investment in modern equipment and comfortable dining spaces shows a commitment to serving future generations while respecting the past.
The success of this expansion will likely influence other traditional bakeries to consider similar evolutions, potentially sparking a renaissance in heritage food businesses across Singapore.
Practical Tips for Visitors
Best Times to Visit:
- Early morning (7:30-9:00 AM) for the freshest selection
- Lunch time (12:00-2:00 PM) for the full curry experience
- Late afternoon (3:00-5:00 PM) for a traditional tea break
What to Order First:
- Traditional Toast Set A for the authentic experience
- Chicken Curry with Bread as the signature dish
- Jie Soft Baguette to taste their innovation
Photography Tips:
- The morning light through the windows creates beautiful shots
- The colorful buns make for vibrant food photography
- The open kitchen provides interesting behind-the-scenes shots
Conclusion: More Than Just a Bakery
Jie Bakery’s Outram outlet represents the successful evolution of a traditional business. By combining heritage recipes with modern amenities, comfortable seating, and innovative products, they’ve created a space that honors the past while embracing the future.
The highlight is Chicken Curry with Bread ($7), made with Madam Lee’s family recipe. She first cooked it over 20 years ago for their three children—this sentence encapsulates everything that makes Jie Bakery special. It’s where family recipes become community treasures, where tradition meets innovation, and where every meal tells a story.
Whether you’re a longtime fan of traditional Singapore bread or a newcomer eager to experience authentic local flavors, Jie Bakery’s Outram outlet offers a complete culinary journey that satisfies both hunger and curiosity. In a rapidly changing culinary landscape, it stands as a testament to the enduring appeal of simple, honest food made with love and expertise.
Visit Jie Bakery at 249 Outram Road and become part of a delicious tradition that spans generations. Open daily from 7:30 AM to 8:00 PM, it’s more than just a meal—it’s a taste of Singapore’s heritage.
- Limited Information: Most establishments appear to be dine-in focused
- Takeaway Available: Several hawker stalls and coffee shops
- No Delivery Mentioned: For most locations
Tourist Accessibility:
- Highest Value: Maxwell Food Centre, Tong Ah Eating House, Original Katong Laksa, Atlas Bar
- Moderate Accessibility: Most hawker centres and established restaurants
- Advance Planning Required: The Ampang Kitchen, Burnt Ends reservations
Cultural Significance:
- Historical: Tong Ah (1939), Singapore Zam Zam (1908), Song Fa (1969)
- Heritage Preservation : Kim Choo Kueh Chang, Tan’s Tu Tu Coconut Cake
- Modern Innovation: Burnt Ends, Cloudstreet, % Arabica
Cooking Techniques Highlighted:
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