| Zee Yusri |
THE first ‘It’s A Grind Coffee House’ in Brunei Darussalam held a ‘Family and Friends’ event yesterday prior to opening its doors to the general public starting today. The store is located at the Al-Warasah Building and serves quality coffee for folks working in Muara Town and also the greater Serasa zone.
The event saw a welcoming remark by Hj Antuna Ahssan, Principal of JPM Food and Beverages Trading Company (JPM F&B), followed by a ribbon cutting ceremony.
“Brunei has seen a surge in new coffee houses, either from international brands or home-grown and indie-style startups. What makes ‘It’s A Grind’ different is that our core foundation leverages on both worlds – the support of an experienced international brand with the character and quality that independent brands tend to bring to the market. We believe that our unique blend is our strength in our journey to change how Brunei drinks coffee,” said Hj Antuna Ahssan.
He said that for the initial stage, they will offer their traditional menu of high quality espresso beverages and healthy cold drinks.
They also plan to offer artisanal coffee to allow their guests to better experience the great selection of single-origin and blended coffee beans that they have in store.
Brunei is the third international market for ‘It’s A Grind Coffee House’ after Malaysia and the United Arab Emirates. It was also revealed that the JPM F&B has been awarded the master franchise rights for ‘It’s A Grind Coffee House’, an American-based coffee chain from Praise International North America.
“Brunei is currently seeing an emerging coffee culture in the past several years and it is encouraging to see Brunei’s population showing an increased appreciation towards great, quality coffee,” said Hj Antuna Ahssan.
JPM F&B also plans to provide the opportunity to qualified and passionate Bruneians to own their own ‘It’s A Grind Coffee House’ via a franchising programme.