The (Best) Foie-King Bagel

The fine dining scene was on the out. In Singapore, anyway. Trading from porcelain to plastic, the people of all people were at the premium casual eateries... Cue Two Men Bagel House, a streetwear brand dressed as a cult bagel brand. A little grungy, a little cheeky, TMBD gave Singaporeans permission to be a bit messy. Especially with their stacked, juicy bagels featuring unique, rotating ingredients. Think curry chicken, truffle, crab, or peanut butter. Plus, they never cheap out on the merch.

Across the way, Forged (our previously mentioned and fine-dining only brand), was faced with a non-fine-dining market. But an ethical foie gras is a unique product, and our chefs had a mischievous idea: one absolutely over-the-top decadent, stacked bagel made with foie gras, wagyu, pickles, and cheddar cheese. Then we found the name and well, the Foie-King Bagel was born.

Singapore Foie-King loved the excuse to get a little naughty. We sold 270 bagels in 3 days, selling out 11 times, and then 2,000 bagels in the first month. With 500K+ unpaid views and 6 press titles, well, we all love bagels now. Featured as a menu special, we sold 3.73x the average special. That scored us a ticket on the permanent menu; and we stayed as a Top 5 seller for four months. Don’t think it ever stopped being funny, either.

I owned the end-to-end creative production and rollout: copy, video, socials, graphics, merch, packaging….. from 6,308 kilometres away, in Sydney. So finally tasting that sweet bagel, well that beat it all. There was another bagel too, the Par-Fect bagel, but that one didn’t stick around for as long. But I still dream of it’s open top and flower-adorned pate.