Elevating Everyday Moments: Average Service Opens Its Doors at Jalan Besar

Expect good food, great brews and a thoughtfully designed space at this brand-new lifestyle concept set to transform Jalan Besar

Nestled along the vibrant Jalan Besar, Average Service is the newest lifestyle concept poised to redefine the neighbourhood’s café scene. Opening its doors on 22 January 2025, Average Service promises more than just exceptional food, and great brews. It offers a place where creativity, community and a thoughtfully designed space seamlessly blend to deliver an experience that is decidedly not ‘just average’ – setting a new standard in one of Singapore’s most iconic foodie spots.

Founded and managed by Jerls Su, who has deep roots in the F&B and lifestyle industries,

Average Service draws on Jerls’ experience with renowned brands such as Potato Head, ChaTraMue, and the first ever Keongsaik Carnival. More than just a café, Average Service seeks to reimagine the notion of ‘average times’ – the everyday moments that often go unnoticed. Jerls aims to curate a creative hub designed to facilitate meaningful connections, and elevate everyday moments into intentional, extraordinary experiences.

Jerls enthuses: “With Average Service, I wanted to create a space where people can come together to enjoy good food, great conversations, and creative energy all at the same time. The core of Average Service’s concept is our belief in forging genuine and ethical connections with our community, or ‘average people’. It’s about creating a safe, curated space with multi-faceted offerings to build organic communities through varied lifestyle verticals such as music, art and fashion.”

Elevating Everyday Flavours

The menu at Average Service celebrates bold flavours and creative twists with its diverse selection of food and drinks throughout the day, and added bar bites at night. From brunch classics to pasta and pastries, the menu is designed to satisfy all tastes, while beverages include artisanal coffee made with the café’s proprietary blend, unique tea blends, as well as innovative tea-based cocktails.

Perfect for sharing, the Bread & Butter ($12) pairs sourdough with a trio of homemade butters: chilli butter infused with house-made chilli oil, furikake butter, and the decadent truffle butter. Much like the phrase ‘bread and butter,’ this dish embodies the essentials – simple yet elevated staples that are the foundation of a memorable meal.

A must-try is the Mentai Handkerchief Pasta ($24). Custom-made sheets of handkerchief pasta are slathered with a creamy, house-made mentaiko sauce made from mentaiko and cream. Not the typical pasta shape, the handkerchief lends a slight chew to the dish, which is finished with a generous topping of bacon chunks.

For a hearty yet wholesome option, the Average Rice with Grilled Salmon ($24) is not to be missed. Contrary to its name, the Average Rice is far from usual; it is a delightful blend of red rice, couscous and barley, mindfully chosen for flavours and texture, then seasoned to perfection with kombu butter. A slab of salmon, grilled to achieve a crispy skin and a tender, juicy interior sits on top, alongside cherry tomatoes and avocados for a harmonious blend of textures and flavours.

A fiery fusion of flavours, the Average Chilli Egg Toast ($20) boasts creamy Australian-style eggs mingling with salty and tangy feta cheese and a generous drizzle of vibrant chilli oil, made in-house with olive oil and a secret blend of chilli. Topped with chilli strands, it is served with slices of toasted brioche sourdough.

A feast for the eyes and the stomach, the Thick Slab Bacon ($26) is a showstopper. True to its name, a massive 180g slab of maple-glazed bacon takes centrestage, nestled on top of perfectly cooked Australian-style eggs and a slice of brioche sourdough.

To satisfy sweet cravings, indulge in the Average Maple Toast ($16), a caramelised honey toast baked and torched to golden brown perfection. Topped with house-made whipped cream and served with maple syrup, the toast boasts a crunchy, slightly bittersweet exterior that gives way to a soft and fluffy interior. This ‘not too sweet’ treat offers the perfect balance of flavours for a satisfying dessert experience.

With its playful, custom-made cube shape, the cakes served at Average Service are a visual and flavourful delight unlike any other. For a fruity option, try the Strawberry Shortcube ($13). A sweet and tart strawberry compote and fluffy vanilla chiffon is encased within a smooth white chocolate mousse to create a light yet decadent dessert that balances fruity freshness with creamy richness.

Chocolate aficionados will revel in the Hazelnut Valrhona Chocolate Cube ($13). This dessert is made with Valrhona dark chocolate and layers velvety chocolate mousse, rich hazelnut crémeux, light chocolate chiffon, and a feuilletine crunch. Finished with a delicate chocolate hazelnut glaze, it delivers a symphony of textures and flavours.

Other satisfying options served include Seared Seabass with Citrus Cream ($26) and the fresh and vibrant Average Salad ($20). The pastry selection is equally impressive, with savoury delights like the Scallion Croissant ($7), a unique croissant inspired by Taiwanese scallion pancakes as well as sweet offerings such as the Charcoal Croissant ($7), a charcoal croissant stuffed with a light, in-house whipped cream.

Drinks that Delight

To complement its culinary creations, Average Service presents an impressive selection of beverages, including artisanal coffee, tea-based cocktails and mocktails, ceremonial grade matcha, and cold-pressed fruit and vegetable juices, offering a creative twist on traditional beverages.

Average Service’s coffee is made with the brand’s own proprietary blend of beans from Brazil and Guatemala, which has been carefully crafted to deliver chocolatey notes and nutty notes of pecan and hazelnut, with a red fruit like finish. On top of the classic Americano (from $5.50) and Latte (from $6.50) delight in coffee like the Caffé Shakerato ($7.50), an Italian-style shaken iced coffee, or Spanish Latte ($7.50), a Spanish-style iced latte with condensed milk. Enjoy a different take on the coffee with the Coffee My Kingdom ($18), a bold coffee cocktail blending the rich coffee with whisky.

Matcha lovers are also in for a treat with a selection of thoughtfully crafted beverages, made from premium ceremonial-grade matcha, which has been shaded for 21 days to achieve a deep, umami flavour. The Baby Blu Matcha Latte ($7.50) combines this high-quality matcha with lavender-infused milk for a smooth and aromatic twist on the classic matcha latte. Meanwhile, the Strawberry Cold Foam Matcha Latte ($7.50) blends the earthy matcha with creamy strawberry foam, striking a balance between bold matcha flavours with fruity sweetness.

The café’s other tea offerings are equally distinctive, made with a unique mix of tea leaves and other ingredients designed to promote aspects such as relaxation, energy, or detox. Aptly named Retreat (from $6), this tea combines wildcrafted chamomile with a hint of apple, perfect for relaxation. A robust pu-erh tea is the star of the Reboot (from $6.00), made to provide an energising boost.

For those seeking a more adventurous option, the tea-based cocktails ($18) and mocktails ($9) incorporate these carefully selected tea leaves into a wide variety of flavour combinations. The Cucumba Funk cocktail, a mix of gin, oolong melon tea and kiwi and cucumber essence, offers a summery, refreshing twist, while the Honey Wild, blending gin with white ginger pear tea, wild mint, and lemon ginger honey, delivers a delightful herbal-fruity fusion. For a burst of floral and fruity flavours, try the Flower Boogie which features a delicate blend of vodka, strawberry champagne green tea, flower blossom, and lychee essence.

A Space for Connection and Creativity

Average Service’s position as a lifestyle and community-driven hub is reflected in its light-hearted, vibrant, and eclectic space made to embody a dynamic creative ethos. Designed with intention, the space plays with organic colours and shapes while incorporating sustainable materials such as Loqa tiles, handmade in Thailand using recycled materials, and Panelogue wood-based panels.

A standout feature in the café is the sunken conversation pit, envisioned as a hub to conduct community-driven events and skill-based creative and lifestyle workshops. Another standout is the open kitchen bar seating, designed to encourage interaction between guests and the culinary team, adding a layer of immersion and personal touch to the dining experience.

Average Service is more than just another coffee spot, it is a place where food and community come together to create extraordinary moments. Whether for a morning coffee, a creative workshop, or an evening gathering, Average Service offers an experience to make ‘average times’ truly intentional.

All prices stated are subject to prevailing GST, and service charge for dine-in.

 

Name                                        Average Service

Location                                   315 Jalan Besar, Singapore 208973

Operating Hours                      Daily

8am to 12am

Kitchen opens from 11am to 9pm (last order)

Seating Capacity                      80 seats

*Walk-ins only

Email                                         singapore@averageservice.com

Instagram                                  @average_service

Hashtag                                    #AverageService #AverageServiceSingapore