Three days to perfect: Jollibee Group brings Singapore's most coveted croissant to Manila

February 6, 2025 | 12:00am

Every perfectly flaky croissant at Tiong Bahru Bakery tells a story of patience. Three days of careful fermentation, precise folding, and expert timing create each golden pastry that Filipino travelers famously transport home in distinctive green-and-white boxes.

“It’s something we talk about... seeing Tiong Bahru boxes in Changi airport. It’s a reminder that it’s a zeitgeist,” shares Matt McLauchlan, Tiong Bahru Bakery general manager. “While infusing it with bold contemporary flavors that reflected Southeast Asian roots, this duality of heritage and innovation remains at our core.”

That pasalubong ritual is about to change. Jollibee Group has brought Tiong Bahru Bakery to Verve Residences in BGC, marking its first venture outside Singapore. “Manila, with its vibrant culinary scene and deep appreciation for food that brings people together, felt like the perfect next step,” McLauchlan explains. “We’re so excited to be able to share our story and our passion and commitment to building a community around the joy of great bread and pastries.”

Twist, break, and dunk

“Every croissant, every loaf, every pastry that you see behind me starts with the finest ingredients and is infused with a deep respect for tradition,” chef Jean-Marc Bernelin, head chef, notes at  the launch last Jan. 14. “Our signature croissant takes three whole days to make, a combination of fermentation, mixing, folding, prepping, proofing, and baking to get that delicious, buttery, flaky taste that you will love.”

At the launch hosted by Nicole Andersson, guests learned Tiong Bahru Bakery’s proper croissant ritual: gently twisting to break, pulling apart, and dunking into coffee before that first buttery bite. Among the attendees, Andi Manzano-Reyes shared that her kids would love the Pain au Chocolat, and sisters Bea and Nica Fabregas debated the merits of almond versus classic croissant. At the same time, Samantha G. Valenciano discovered her new favorite in the Brie & Roasted Mushroom version.

A pastry for every taste

Chef Bernelin keeps a watchful eye as fresh batches emerge every two hours, filling the space with that freshly baked aroma. “Visually, you need to see the layers and that golden color,” he explains, breaking open a croissant to reveal its honeycomb interior. “When you cut it, you should see this structure inside and have that nice buttery flavor.”

Tiong Bahru Bakery stays true to its philosophy of paying homage to classic French baking techniques using only premium French ingredients and traditional practices. Its signature croissant is at the heart of its menu (P145). It’s big enough to share with those closest to you.

For chocolate lovers, the Pain au Chocolat  (P165) offers buttery layers and a generous premium dark chocolate filling, making it perfect for any time of day. The Kouign Amann (P200), another highlight, wows with its caramelized layers of buttery richness. Those craving something lighter can enjoy the Lemon Tart (P295), featuring a delicate sugar dough crust, velvety lemon curd filling, and a hint of fresh lemon zest.

Tiong Bahru Bakery serves freshly brewed coffee from Common Man Coffee Roasters, using sustainably sourced beans to complement these pastries. Their signature blend features notes of dark chocolate, roasted nuts, and cherries — ideal for espresso drinks. For something different, try their nutty Hojicha Latte or any of their fresh juices.

The menu extends beyond sweet treats to include artisanal bread and savory dishes. Each item, from classic viennoiserie to hearty sandwiches, reflects their commitment to quality and craft.

A bakery perfect for every neighborhood

Founded in 2012 by Cynthia Chua, a prominent Singaporean entrepreneur and founder of Spa Esprit Group (Brow Haus, Strip, Common Man Coffee Roasters), Tiong Bahru Bakery has grown from its original neighborhood shop into a cultural phenomenon with 21 outlets. The bright, welcoming space at BGC captures that same neighborhood spirit. Through glass windows, visitors can watch bakers craft each batch. Families claim cozy corners during weekend brunches, while friends gather for afternoon coffee breaks.

Chua’s vision has transformed a simple bakery concept into a vibrant dining destination where patrons can explore a new pastry every week, turning each visit into a treat.

The partnership with Jollibee Group marks an exciting new chapter as Tiong Bahru Bakery opens its first international location. “It’s an incredible honor to be here to open up not just our first outlet in Manila, but our first outlet internationally,” McLauchlan proudly shares. He adds that the next one will open this May, though the location remains under wraps.

What’s special is seeing how different groups enjoy their pastries throughout the day — from morning meetings over coffee and croissants to families sharing weekend treats to friends catching up in the afternoon. These moments make each three-day process worthwhile.

As early morning queues form outside their BGC location — much like in Singapore — it’s clear that Tiong Bahru Bakery has found its second home. Thanks to the Jollibee Group, these celebrated pastries are now part of Manila’s daily life, and no passport is required. Though as locals are quickly learning, arriving early still has its rewards.

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Visit Tiong Bahru Bakery at 27th St, Verve Residences Tower 2 in BGC, Taguig. Follow them on Instagram at @tiongbahrubakeryph.