Three years ago, the green tea fad began sweeping the nation. You could find the ubiquitous beverage in everything from milk to chewing gum to toothpaste to cosmetics.
Nothing, however, lasts forever. At the moment, as the green tea fad gradually fades away, the craze for coffee-flavoured buns is taking Bangkok by storm.
Rotiboy, a Malaysia-based bakery chain, is arguably the most successful brand serving the seemingly simple but very scrumptious buns to Bangkok’s die-hard bread fans and trend followers.
With around 70 people constantly waiting in a long queue at Siam Square, all during their first month open, Rotiboy became the talk of the town. The phenomenon isn’t limited to just Rotiboy’s Siam Square branch, either. The Silom Road location is drawing crowds as well.
Believe it or not, some people don’t even know what the buns look like when they get in line. It’s the tempting aroma and the long queue that piques their curiosity and keeps them waiting for up to half an hour to make a purchase.
Also jumping on the bandwagon is another Malaysian chain: Baker’s Boy. The four Baker’s Boy branches at local malls, look a lot like Rotiboy’s from the outside: a long queue that obscures the display windows of nearby shops.
Because bun fever seems to be highly contagious and is not easy cured, brands like Mr. Bun, Papa Roti, and Thai-owned offerings Mr. Rotti and Coffee Dome, have popped up to offer city people more of the aromatic coffee-cream coated butter-filled buns that they demand.
Breaking some new ground, Coffee Dome has come up with a novel, more convenient service. Customers can order and pay in advance and come back 10 minutes later to pick up their treats.
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