Unwrapping the Story of Keen’s Bagelry
The atmosphere was abuzz with chatters while business executives gathered for lunch at the food court in Asia Square. As I approached Keen’s Bagelry’s counter, its founder handed me a bag of bagels. It landed in my hands like a pouch of gold – yes, it was that heavy.
Accompanied by the aroma of the bagels, the subtle pop music playing through the speakers, and the scenic view outside Asia Square Tower, I proceeded to uncover the story behind the bagelry.
Photo by: Candice Chin
Behind Keen’s Bagelry
When I visited the store, the smiley face on Keen’s Bagelry’s logo caught my attention. I wondered what the founder was like. Who exactly is he, and how did the name Keen's Bagelry come about?
“Keen’s Bagelry was inspired by my name. I am Yong Keen and this is how the ‘Keen’ in Keen’s Bagelry originated. As for the logo, it is part of our branding which I’ll elaborate on later,” 29-year-old Chang Yong Keen explained, tying his name to the business. He started Keen’s Bagelry in 2021, right after the peak of COVID-19.
While many businesses struggled to survive during the pandemic, Yong Keen’s successful foray into the business was extraordinary. He ventured into the food and beverage industry with no experience.
As a biomedical student in polytechnic turned business student at university, I was surprised to hear that Yong Keen had taken the culinary route. He then explained a little more and it made sense. “After I graduated from university, I worked in a neighbourhood bakery started by my friend’s family,” Yong Keen said.
Source: cuplovemk.shop and giraffagirallo-drinkboo.blog.jp
From working at a neighbourhood bakery to starting a modern bagel place, Yong Keen was inspired by Kepobagels, a Japanese bagel house, when he came across it online. That marked the beginning of Keen’s Bagelry.
“I was lucky. When I decided to start Keen’s Bagelry, my university friend who owned Curbside Crafters offered to rent me the space for $2,000,” Yong Keen shared. In the meantime, many people were selling away their used appliances, and Yong Keen managed to pick up some at a good price, such as the fridges.
It was perfect timing when Yong Keen started his business. After COVID-19 restrictions were eased, many people started heading out for meals. “To those who want to start a business, just do it. I started at a risky period with the pandemic ongoing, but it all worked out,” Yong Keen said. Besides luck, his courage and determination built the road to success for Keen’s Bagelry.
Photo by: Candice Chin
Photo by: Candice Chin
The heart of Keen’s Bagelry
When I asked about the branding approach and the unique selling point of the eatery, Yong Keen said, “I’d like to say it’s the service. That is something I really value.”
An iconic signature by Keen’s Bagelry – the little heart beside handwritten customers’ names on the wrapper works more than just a way to personalise their brand. It also puts a smile on his customers’ faces and is Instagram worthy.
“It was actually inspired by our family doctor, who always ended consultations by saying take care,” Yong Keen reminisced about his experience. He wanted a way to greet the patrons and the heart drawn on the packaging simply symbolises “take care”.
Yong Keen also uses this to encourage busy corporate workers in the Central Business District (CBD). “It makes them happy by seeing this heart on their tough days,” he said. He wanted to create smiles on people’s faces, and hence the smiley logo that was mentioned earlier.
Source: @keensbagelry on Instagram
A new chapter
At the end of 2023, Keen’s Bagelry shocked its regulars by announcing that it will be its last month at Curbside Crafters. Why did Yong Keen decide on the move despite the successful patronage of Keen’s Bagelry at Curbside Crafters?
“People always complained about the space at Curbside [Crafters]. The seats were too limited,” Yong Keen explained.
When he found Asia Square, he quickly felt attached to it. “The seats are almost unlimited. I knew I had to do anything and everything to move,” Yong Keen said with determination.
Source: eatwhatrice on Wordpress
Following the move, there were several changes made to its menu. Back at Curbside Crafters, due to the nearby mosque, pork was restricted. Keen’s Bagelry has now introduced Bekki, a bacon bagel and Nostalgia, a luncheon bagel at its new location. To accompany the bagels, Keen’s Bagelry has also introduced a sweet yet sour multi-flavoured kombucha.
Photo by: Candice Chin
Wildest dreams
With its successful move, I was curious about the future expectations of Keen’s Bagelry. Yong Keen talked about his dreams as his eyes lit up, “I would love to serve bagels in a huge wooden house in front of Mount Fuji. My other dream is to operate an IKEA-style apartment with individual rooms for my employees and below the apartment sits Keen’s Bagelry.”
At this point, Wildest Dreams by Taylor Swift started playing in the background where we were seated. Was it just a coincidence or can we say that these goals are meant to be his wildest dreams?
Realistically, Yong Keen said, “I hope to open an outlet in Jewel [Changi] with proper coffee machines and introduce Japanese ice cream along with our bagels, coffee and drinks. That would be an epic cafe.”
It was an insightful talk with Yong Keen over lunch and I was sparked with inspiration after hearing the story of Keen’s Bagelry. If you have not visited its new location, do check it out at Asia Square Tower 2, Monday to Saturday, 9.30 a.m. until they are sold out. Take note, they sell out fast!
