Toast Box Johor Jaya

Traditional brew of Nanyang Kopi at Toast Box
 
It all started in December 2005 when the first Toast Box opened as a stall unit at the Food Republic food-court in Wisma Atria, Singapore.  It served fragrant cups of traditional Nanyang Kopi with freshly toasted bread and half-boiled eggs in a menu reminiscent of traditional coffee shops of the 60s and 70s.  Toast Box stood out from among the many stalls in a food-court and gained a loyal clientele who appreciated the feel and flavours of a bygone era.

The nostalgic concept in Toast Box caught the imagination of a younger generation of coffee connoisseurs while the elderly enjoyed the modern replica of the comfortable coffee-shop culture of their generation.  The popularity of the first Toast Box stall kicked off its expansion into a chain of more than 50 outlets opened throughout Singapore for the convenience of coffee lovers.  The Toast Box formula was so well received that it expanded abroad to 34 outlets in China, Hong Kong, Taiwan, Thailand, the Philippines and Malaysia.

Façade of Toast Box at Taman Johor Jaya
 
The success of the Toast Box outlet in KSL City Mall in Johor Baru led to the opening of its second outlet at the Toast Box Johor Jaya on August 1.  Occupying a strategic corner shop-lot along busy Jalan Dedap 13 in Taman Johor Jaya, this is currently the largest Toast Box in South East Asia.  It joins the many food outlets in Taman Johor Jaya, renowned as a vibrant food hub in the suburbs of Johor Baru, and offers discerning diners a destination to appreciate the joys of casual all-day dining in a clean, comfortable and charming ambience.

The distinctive off-white colour in furniture and fittings in Toast Box welcomes you into a bright and cheerful mood as you settle down to make your selection from the pictorial menu.  Don’t be alarmed by the huge coffee stain on the menu cover as its deliberate design is part of the charm and nostalgia of a more laid back lifestyle.  The pictures and brief descriptions in the menu will help you pick your choices and if you prefer, there is even a wall-size menu to read at a glance.

At Toast Box, bread is sliced at 2.5cm thickness to keep
toast crusty on the outside and the insides soft!
 
One of the highlights about having a traditional Nanyang Kopi in Toast Box is the thrill of watching the Coffee Master brew your beverage the old-fashioned way from their signature blend of coffee powder.  The brew is strained through a cloth strainer and then “pulled” from the pot in a wide arc and served in a frothy, fragrant cup.  Freshly brewed tea is similarly “pulled” in the tradition of teh tarik before being served with a delicious frothy head!

“We take pride in slicing our bread at 2.5cm thickness, the perfect thickness to keep toast crusty on the outside while its insides remain tenderly soft,” said Vincent Lim, Senior Vice President of Toast Box, drawing attention to the popular Peanut Butter Thick Toast set that comes with two half-boiled eggs and a hot cup of coffee or tea.  The toast menu includes Traditional Kaya Toast sandwiched with a generous spread of Hainanese Kaya and a slab of melting butter, rich Kaya French Toast or in a savoury choice with Chicken Floss toppings.  Toast Box keeps the timeless tradition of toasting bread over a grill – the vintage charcoal grill being replaced by a modern electric one – that yields similar results, reminiscent of toast from the golden age of kopitiam.

Local kueh on display with a wall-size menu behind
the counter at Toast Box Johor Jaya
With a range of popular noodles, rice, snacks and sandwiches, the menu in the Toast Box Johor Jaya is 40 % wider than their other outlets.  Enjoy fragrant Nasi Lemak in a homemade recipe, Chicken Curry with rice or baguette and local kueh like Kueh Talam, Seri Muka and traditional Ang Ku Kueh stuffed with green bean paste.  Don’t miss Toast Box’s signature Laksa Mee Tai Mak served with short rice noodles that will take the stress out of eating delicious Laksa because the short noodles will stop the rich gravy from splashing onto your smart clothes!

 
 
Laksa Mee Tai Mak served with short rice noodles, takes the stress out of eating delicious Laksa!
 
Toast Box Johor Jaya is located at No. 2 & 4 Jalan Dedap 13, Johor Jaya.  Open on Monday, Wednesday to Friday from 8am to 9pm, Tuesday from 8am to 6pm and from 7.30am to 9pm on Saturday, Sunday and Public Holidays.  To celebrate its grand opening, enjoy a special promotion of 10% off a minimum of RM5 spent at Toast Box Johor Jaya from now until August 31.  No pork or lard is used.  For more info, visit website: www.toastbox.com.sg

A version of this article was published in The New Straits Times, Streets Johor on 21 August 2013

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