Overview
Hong Kong’s beloved cafe chain Elephant Grounds has made its highly anticipated Singapore debut at Guoco Midtown in Bugis, marking a significant addition to the island’s competitive brunch scene. As the brand’s second international venture after Manila, this 70-seat establishment brings with it seven years of Hong Kong cafe culture expertise, promising a fresh perspective on all-day dining in the heart of the city.
Ambience & Design
Spatial Layout & Seating
The cafe occupies the former Mashi No Mashi space at Guoco Midtown, transformed into a nature-inspired sanctuary that offers respite from Bugis’s bustling streets. With 70 seats thoughtfully distributed between indoor and outdoor areas, the space strikes a balance between intimacy and airiness. The pet-friendly outdoor seating is a welcome addition for Singapore’s growing community of pet owners, creating a relaxed, inclusive atmosphere that sets it apart from many cafes in the area.
Interior Aesthetic
Elephant Grounds stays true to its Hong Kong DNA with a design philosophy that celebrates natural elements and positive affirmations. Wood paneling dominates the interior, stamped with uplifting phrases like “No Bad Days” and “Coffee & Chill” that inject personality without overwhelming the senses. This approach creates an environment that feels lived-in and approachable rather than sterile or overly curated.
The nature-inspired aesthetic extends beyond mere decoration. The use of warm timber tones, natural textures, and organic shapes creates a cohesive visual language that evokes both urban sophistication and rustic comfort. It’s a space designed for lingering over coffee and conversation, whether you’re catching up with friends or settling in with a laptop for a productive morning.
Atmosphere & Vibe
The cafe cultivates a neighborhood feel despite its location in a commercial development. There’s an easy-going quality to the space that encourages regulars while remaining welcoming to first-timers. The 8am to 8pm operating hours position it as a true all-day destination, from early morning caffeine runs to leisurely afternoon meals and evening wind-downs.
Menu Structure & Philosophy
Three-Tiered Approach
Elephant Grounds employs a clever menu structure that adapts to different dayparts and dining occasions:
Weekday Breakfast Menu (8-11am): Designed for the morning rush, offering quick yet substantial options for those starting their day.
All-Day Dining Menu (from 11am on weekdays): A more expansive selection that carries the cafe from lunch through dinner service.
Weekend Brunch Menu: A dedicated offering for leisurely weekend meals, likely featuring expanded options and indulgent choices.
This segmented approach allows the kitchen to focus on what makes sense for each time of day while maintaining consistency in their signatures, which appear across all menus.
Culinary Direction
The menu reveals a cafe that understands its identity: fresh, wholesome, vegetable-forward where appropriate, but unafraid of indulgence. There’s a clear emphasis on quality ingredients, from the house-blend coffee sourced directly from a single East Java farm to the granola made on-site daily. The inclusion of vegetarian options signals awareness of contemporary dining preferences without compromising on flavor or creativity.
The pasta and donburi dishes suggest an intention to be more than just a brunch spot, positioning Elephant Grounds as a viable option for more substantial meals throughout the day.
In-Depth Dish Analysis
Signature Shakshukas
Mr Shakshuka ($20)
The Mr Shakshuka represents the cafe’s approach to elevated comfort food. Priced at $20, it features chorizo, feta, cilantro, and toasted sourdough alongside the traditional base of eggs poached in spiced tomato sauce. The chorizo adds a robust, smoky depth that transforms this Middle Eastern staple into something heartier and more protein-forward. The feta provides necessary creaminess and salt to balance the acidity of the tomatoes, while cilantro offers bright, fresh notes that lift the dish.
The inclusion of toasted sourdough is crucial. Good shakshuka needs a proper vehicle for scooping up that rich, tomatoey sauce, and sourdough’s tangy complexity and sturdy structure make it ideal for the task. At $20, the dish sits in the premium range for Singapore brunch fare, suggesting generous portions and quality ingredients.
Mrs Shakshuka ($16)
The vegetarian counterpart demonstrates that Elephant Grounds doesn’t treat meat-free options as afterthoughts. At $16, it’s more accessibly priced while still delivering complexity through tofu, pumpkin, zucchini, olives, and spiced tomato salsa. This is shakshuka reimagined for the plant-forward diner.
The tofu provides protein and substance, while pumpkin adds natural sweetness and creaminess when cooked down in the tomato base. Zucchini contributes freshness and a slight textural contrast. The olives are a smart addition, bringing brininess that compensates for the absence of feta or other salty elements. The spiced tomato salsa base remains the foundation, ensuring the dish doesn’t lose its identity despite the ingredient swaps.
Bowls & Breakfast Items
Acai Yogurt Bowl ($18)
At $18, the Acai Yogurt Bowl positions itself as a premium breakfast or light lunch option. The hero here is the Founders’ Granola, made in-house with thick rolled oats, pecans, almond flakes, pumpkin seeds, sunflower seeds, maple syrup, and coconut oil. This isn’t your standard store-bought granola. The use of thick rolled oats provides superior texture and bite, while the combination of pecans and almonds offers varied nuttiness. Pumpkin and sunflower seeds add nutritional value and a subtle earthiness.
The maple syrup and coconut oil binding creates clusters with that ideal balance of sweetness and richness without being cloying. The fact that this granola is also available for purchase at $15 per 300g bag speaks to its quality and popularity. Paired with acai and yogurt, this becomes a balanced meal that satisfies both health-conscious diners and those seeking genuine flavor.
Morning Cereal ($14)
The Morning Cereal uses the same house-made Founders’ Granola, making it a more straightforward and affordable option at $14. It’s a smart menu placement, offering an entry point to the cafe’s signature granola while keeping breakfast costs reasonable for those seeking simplicity.
All-Day Breakfast ($18)
While specific components aren’t detailed in the available information, the $18 price point suggests a comprehensive plate likely featuring eggs, proteins, vegetables, and carbohydrates. This would be the choice for diners seeking a traditional, filling breakfast that covers all the bases.
Sandwiches & Proteins
Chicken Parm Sandwich ($20)
The Singapore-exclusive Chicken Parm sandwich is a noteworthy addition. At $20, it’s priced identically to the Mr Shakshuka, suggesting substantial portion size and quality. Chicken parmesan is a beloved comfort food, and translating it into sandwich form makes it more portable and casual while maintaining that satisfying combination of breaded chicken, marinara sauce, and melted cheese. This exclusive offering shows Elephant Grounds’ willingness to adapt to local tastes and create unique items for the Singapore market.
Fish Fillet Sando ($22)
The most expensive sandwich on the menu at $22, the Fish Fillet Sando likely features premium fish and possibly more complex preparation or accompaniments. The use of “sando” instead of “sandwich” nods to Japanese-style sandwiches, which typically emphasize quality bread, perfect ratios, and meticulous construction.
Salads & Lighter Options
Quinoa & Kale Salad ($18)
Priced at $18, this salad represents the cafe’s commitment to providing substantial, nutritious options beyond indulgent brunch fare. Quinoa provides complete protein and a satisfying base, while kale has become the standard-bearer for nutrient-dense greens. The challenge with kale salads is avoiding bitterness and toughness; successful execution requires proper massaging of the kale and a well-balanced dressing.
Pastries & Baked Goods
Bacon & Mustard Danish ($6)
This savory danish represents an interesting departure from sweet pastries. At $6, it’s positioned as an affordable add-on or light breakfast option. The combination of bacon and mustard is classic, offering savory, smoky, and tangy notes. In danish form, this likely features laminated dough with visible layers, providing buttery flakiness that contrasts with the rich filling.
Croissant ($3.80)
At under $4, the croissant is the most accessible pastry offering. The price suggests it’s made fresh on-site, as claimed, but kept affordable to encourage add-ons with coffee. A proper croissant requires technical skill, with dozens of butter layers creating that signature honeycomb interior and crispy, golden exterior.
Banana Bread ($6)
Banana bread at $6 positions itself as comfort food and a substantial snack. Good banana bread should be moist without being gummy, sweet without being cloying, and ideally incorporate very ripe bananas for maximum flavor. It’s the kind of item that pairs perfectly with coffee and serves as a mid-afternoon pick-me-up.
Coffee & Beverage Program
House-Blend Coffee (from $4.50)
The coffee program deserves special attention. Starting at $4.50, the house blend is directly sourced from Ijen Lestari, a farm in East Java. This direct sourcing relationship is significant for several reasons:
Traceability: Knowing exactly where coffee comes from allows for quality control and consistency. Single-origin coffees from specific farms have distinct flavor profiles that can be maintained over time.
Ethics: Direct sourcing often means better compensation for farmers and more sustainable practices.
Quality: Farms that can establish direct relationships with cafes are typically producing higher-grade coffee.
Flavor Profile: East Java coffees generally offer medium to full body with earthy, chocolatey notes and lower acidity, making them excellent for espresso-based drinks and approachable for a wide range of palates.
At $4.50 starting price, Elephant Grounds positions itself competitively in Singapore’s specialty coffee market, where prices can easily exceed $6 for comparable drinks.
Tea & Other Beverages
While specific tea and beverage options aren’t detailed in available information, the menu mentions availability of tea and other beverages, suggesting a comprehensive drink program that extends beyond coffee.
Value Assessment
Price Positioning
Elephant Grounds occupies the premium-mid range of Singapore’s cafe landscape:
- Pastries: $3.80-$6
- Coffee: from $4.50
- Breakfast/Bowls: $14-$20
- Sandwiches: $20-$22
- Salads: $18
- Take-home granola: $15/300g
These prices reflect the cafe’s positioning as a quality establishment but aren’t pushing into ultra-premium territory. For comparison, similar cafes in the Bugis/Beach Road area charge comparable or higher prices, making Elephant Grounds competitive rather than expensive.
Quality Indicators
Several factors suggest good value despite premium pricing:
- On-site baking and granola production
- Direct-sourced coffee from a single farm
- Fresh ingredients with vegetarian options
- Generous portions implied by pricing
- Singapore-exclusive items showing local adaptation
Unique Selling Points
The Hong Kong Connection
Bringing seven locations’ worth of Hong Kong expertise to Singapore represents both an opportunity and a challenge. Hong Kong’s cafe culture is renowned for blending Western brunch traditions with Asian sensibilities, creating approachable yet sophisticated spaces. Elephant Grounds must now prove this translates to Singapore’s equally sophisticated and competitive market.
Pet-Friendly Positioning
The pet-friendly outdoor area is a strategic differentiator in a market where such spaces remain relatively uncommon. This immediately appeals to Singapore’s growing pet ownership demographic and creates a distinct identity in the neighborhood.
Future Expansion Plans
The mention of upcoming merchandise, ice cream sandwiches, and potential local flavor incorporation (kaya toast and Milo Dinosaur) shows ambition and flexibility. Co-founder Kevin Poon’s comments about “reinventing ourselves” suggest the cafe won’t rest on its Hong Kong laurels but will evolve based on Singapore feedback.
Potential Challenges
Market Saturation
Singapore’s cafe scene is notoriously competitive and saturated. The Bugis area alone has numerous established cafes, and diners have high expectations shaped by years of quality options. Elephant Grounds must offer something genuinely distinctive to build a loyal following.
Price Sensitivity
While prices are competitive, Singapore diners are value-conscious. The $20-22 range for sandwiches and mains means execution must be flawless and portions generous. Any perception of being overpriced could hamper repeat business.
Operating Hours
The 8am-8pm schedule, while covering key dayparts, stops short of dinner service and nighttime traffic. This may limit revenue potential, though it could also be a strategic choice to maintain quality and avoid kitchen fatigue.
Target Demographics
Primary Audiences
Young Professionals: The Guoco Midtown location attracts office workers seeking quality breakfast, lunch, and afternoon coffee breaks.
Brunch Enthusiasts: Weekend warriors looking for Instagram-worthy meals and relaxed dining experiences.
Pet Owners: The outdoor pet-friendly space creates a dedicated niche audience.
Health-Conscious Diners: The vegetarian options, acai bowls, and salads appeal to nutrition-focused customers.
Coffee Aficionados: The direct-sourced single-farm beans attract specialty coffee drinkers.
Secondary Audiences
Tourists: Guoco Midtown’s location near Bugis MRT and multiple hotels brings tourist traffic.
Families: Weekend brunch service and approachable menu make it family-friendly.
Remote Workers: The 8am-8pm hours and cafe atmosphere invite laptop workers, though policies on extended stays remain to be seen.
Recommendations for First-Time Visitors
Must-Try Items
- House-Blend Coffee: Starting at $4.50, this is the foundation of the Elephant Grounds experience. The direct-sourced East Java beans represent the cafe’s commitment to quality.
- Mr or Mrs Shakshuka: These signature dishes showcase the kitchen’s capabilities with familiar yet elevated breakfast fare. Choose based on dietary preference, but both offer complexity and substance.
- Acai Yogurt Bowl with Founders’ Granola: The house-made granola is clearly a point of pride, available both in dishes and for retail purchase. This bowl highlights what sets Elephant Grounds apart.
- Any Fresh Pastry: At $3.80-$6, the pastries offer an affordable entry point to experience the on-site baking quality, particularly the unconventional Bacon & Mustard Danish.
Optimal Visit Times
Weekday Morning (8-10am): Experience the breakfast menu before the lunch crowd, with the freshest pastries and peak coffee service.
Weekend Brunch (10am-1pm): Access the special weekend menu and embrace the leisurely pace, though expect crowds.
Afternoon (2-5pm): Enjoy a quieter atmosphere for coffee and pastries or light meals, ideal for catching up with friends or working.
Final Verdict
Elephant Grounds arrives in Singapore with a strong pedigree, clear identity, and thoughtful execution. The cafe understands its strengths: quality coffee, fresh bakes, approachable brunch fare, and an inviting atmosphere. The price points, while premium, appear justified by the direct sourcing, on-site production, and comprehensive menu.
Success will depend on consistency, adaptation to local tastes (the promised kaya toast and Milo Dinosaur incorporation could be crucial), and building community around the pet-friendly outdoor space. The Guoco Midtown location provides good foot traffic but also intense competition from nearby established cafes.
For diners, Elephant Grounds offers a reliable option for quality all-day dining in a welcoming environment. It’s neither trying to reinvent cafe culture nor simply replicating Hong Kong exactly; instead, it occupies a comfortable middle ground that could prove to be its greatest asset.
Rating: 4/5 Stars (Projected)
Strengths: Direct-sourced coffee, on-site baking, vegetarian options, pet-friendly space, reasonable pricing for quality delivered
Areas to Watch: Maintaining consistency, adapting to local preferences, competing in saturated market, building loyal community
Would we return? Absolutely. The combination of quality coffee, substantial food options, and welcoming atmosphere makes Elephant Grounds a promising addition to Singapore’s cafe scene. Time will tell if it can move beyond novelty to become a neighborhood institution, but the foundation is certainly there.