Famous egg cake shop"HAAB"HAAB is moving forward with its first expansion outside Bangkok by opening a branch at Fairy Plaza shopping center in Khon Kaen. This marks the official entry into the northeastern market after establishing 16 branches in Bangkok and the surrounding metropolitan area.
HAAB's signature egg cake features a crispy exterior and soft interior, richly infused with butter. For this cross-regional expansion, the brand adopted a partnership model with local operators rather than sending a central team to manage everything. Local staff underwent over six months of training to control oven temperature, butter application timing, and cake removal from molds to meet the original branch's standards.
The store's design incorporates architectural elements from old Songkhla city blended with the simplicity of street food style to be easily accessible to customers. Besides offering the original egg cake recipe, the brand plans to enhance interest by collaborating with a famous local restaurant later this year, using Khon Kaen's local ingredients to develop new menu items.
Expanding to a major city like Khon Kaen is a significant test for the brand to maintain its oven-to-oven production standards outside the Bangkok area.
Those interested can visit the branch at Fairy Plaza, Khon Kaen, or follow updates on social media under HAAB Songkhla Egg Cake - Banthat Thong Road.