Sandwich chain Isaac Toast opens in Hong Kong

Renowned for being ‘the breakfast staple of Koreans’, sandwich chain Isaac Toast has just opened its second store in Hong Kong – seven months since its debut at Sha Tin’s New Town Plaza.

The new store is located inside Langham Place shopping center in Hong Kong’s Mongkok district.

Isaac Toast has been on the radar for many Hongkongers thanks to the Korean culture wave and was met with much anticipation during its launch with long queues. However, customers were vocal with their disappointment on restaurant guide platform OpenRice for long waits and quality inconsistencies.

Despite that, Isaac Toast looks set to continue to expand in Hong Kong now it has a second outlet trading. The brand currently has more than 800 stores in its home market and has also expanded abroad into Macau, Taiwan, the Philippines, Singapore and Malaysia, to name a few.

Meanwhile, South Korean coffee chain Tom n Toms went into liquidation in Hong Kong, shuttering all five its stores at the start of the year after succumbing to the depressed Hong Kong retail market.