Elijah Pies opens Joo Chiat flagship with souffle pies, ‘pizza pies’ and treats for dogs
Twelve years after starting as a home business, the Instagram-famous pie brand has taken over a heritage shophouse for its biggest cafe yet.
After a decade of starting as a home business, the popular pie brand, Elijah Pies, has expanded to a flagship cafe in Joo Chiat, Singapore. Founders Elijah Tan and Limin Wong, both 36, opened their second dine-in cafe in a heritage shophouse, located in the Joo Chiat neighbourhood, on September 12th. The cafe features 60 spacious seats, including a light-filled private room and a pet-friendly outdoor area.
The interior of the cafe, designed by the architectural firm Nice Projects, showcases polished design elements, such as tabletops with blue Brazilian crystal and flooring with 1,480 hand-cut Italian travertine tiles. The goal was to accommodate larger families, so the cafe includes a massive 10-seat dining table with a lazy Susan.
Additionally, the cafe offers free babyccinos and housemade cheese crisps for young children, and a pet service corner for dog owners, where they can grab water for their pets and get a free dog cookie.
Some of the new menu items include Elijah’s Souffle Pie (S$18), a gianduja souffle with almond joconde and hazelnut praline, topped with a chocolate flower; a Kaya Toffee Pie (S$9) inspired by the Peranakan shophouse; and a series of "Pizza Pies" made with a croissant crust. These six-inch pies come in four flavours: Garlic Ebi, Truffle Croque, "Cheeseburger," and a "Ruffles" inspired by potato chips. Doggie pies, made with chicken breast, potato, Chinese yam, and coconut cream, are also available for furry friends.
To enhance the visual appeal of the dishes, Elijah Pies has invested heavily in social media marketing, particularly photography, to ensure that the online experience aligns with the in-store experience. The company has been honing this strategy over many years, with a trusted photographer capturing images that generate high engagement on Instagram. This focus on creating beautiful and shareable dishes has contributed to Elijah Pies' continued success over the past 12 years.
Written by urgent.news from CNA - Singapore's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
