PappaRich goes upmarket, aims to open 20 outlets in Singapore

The PappaRich outlet in Gardens Mall. — Picture courtesy of Zac Cheong

By Lee Wei Lian

KUALA LUMPUR, Jan 27 — PappaRich, the latest of the modern upmarket kopitiam chains that are popping up all over the country, is now setting its sights on Singapore after making waves in the Kuala Lumpur cafe scene.

The modern kopitiam is an updated version of the coffeeshops that were ubiquitous around Malaysia and known for strong locally roasted coffee, toast with kaya and butter as well as local fare such as koay teow soup.

The first modern kaya and toast outlets such as Uncle Lim’s and Kluang Station started years ago but newer chains such as OldTown White Coffee, Hailam Kopitiam and PappaRich have taken it to a higher level in terms of decor and range of offerings.

Now PappaRich even has premium outlets, the first of which featuring a “new design language” had its soft launch yesterday at the upscale Gardens Mall here. This is what the outlets in Singapore will probably be modelled after.

For this outlet, the interior design has been kicked up a notch in order to produce a classier ambience. Even the wispy steam from fresh bread that billows over the marble countertops was deliberately worked into the design of the store, evoking the nostalgia of old kopitiams.

Founder Rich Tan says that he intends to open the first PappaRich outlet in Singapore around March and is targeting to have 20 outlets eventually in the island republic. He also intends to list the company some time in the next two years.

He attributes PappaRich’s success to branding, good food and a classy ambience.

“Branding is very important,” he told The Malaysian Insider in a brief interview at the opening of the premium outlet. “We also try to keep the quality very consistent across all our outlets.”

He also noted the importance of cultivating the human side of the business.

“We depend on the franchise system and therefore appreciate our franchisees who helped build us up,” said Tan.

Zac Cheong, the owner of the Gardens franchise outlet, says that much effort went into working out the finer details of the store.

“The wooden folding doors must look good even when folded shut,” he said.

Even the kitchen uses more expensive fluorescent bulbs in order to have “better colour rendering” and be less stressful on the eyes of the staff.

When it expands into Singapore, PappaRich will be facing some stiff competition from Singapore’s own kopitiam-type chains such as Yakun and Toastbox.

But it has on its side relatively extensive overseas experience, for example in China and Korea, where it has interests in the PappaRoti chain of pastry shops.