Urban focaccia café · Since 2021

Principle Caféby T.A.M — The Awesome Mankind

Sourdough pizza, focaccia bars, pasta and coffee, baked for the city, at three cafés: Jalan Trus and Mount Austin in Johor Bahru, and Berjaya Times Square in Kuala Lumpur.

4.6 Jalan Trus
4.7 Mount Austin
4.8 Berjaya Times Square

Google rating for each café

Find a Café See the Menu

Principle Café on Jalan Trus at night — the PRINCIPLE sign above the open shopfront

Principle Café Mount Austin — the coffee bar, shelves and The Awesome Mankind light box

3Principle Cafés

2021First opened in JB

DailyOpen every day

No porkNo lard

The Awesome Mankind

Something different, since 2021

T.A.M stands for The Awesome Mankind, the team behind Principle Café. Their menu tells the story in one line: In 2021, a different kind of cafe took root in Johor Bahru. The name comes from a rule they set themselves: whatever they make, it has to be 'something different'.

What made them known was sourdough pizza, raised from a carefully cultivated starter and a slow, traditional process for a crust both airy and crisp, with a subtle tang. Today the menu cover calls Principle an urban focaccia café, Baked for the city.

The first café opened on Jalan Trus in the city centre and the second in Mount Austin. On 8 August 2026 a third opened at Berjaya Times Square in Kuala Lumpur.

3 Principle Cafés
Sister café: Principle Reserve
Open daily
No pork, no lard

The Awesome Mankind lettered on a wall at Principle Café Jalan Trus — Jalan Trus

Banquette and wooden chairs under the Principle Café sign at Mount Austin — Mount Austin

Lit sign reading A Space For The Awesome Mankind above booth seating at Berjaya Times Square — Times Square, KL

Find a Café

Three cafés, two cities

Compare hours and find the one closest to you.

No. 1 · The first café

Jalan Trus

JB City Centre, Johor Bahru

4.6· 1,953 Google reviews

82-B, Jalan Trus, Bandar Johor Bahru, 80888 Johor Bahru

Mon – Sun: 8am – 5:30pm

Phone018-328 0118 · Chat on WhatsApp

Directions Google Maps

No. 2 · The second café

Mount Austin

Taman Mount Austin, Johor Bahru

4.7· 2,159 Google reviews

51, Jalan Austin Heights 3, Taman Mount Austin, 81100 Johor Bahru

Mon – Fri: 8am – 6pm
Sat – Sun: 8am – 8pm

Phone018-203 2803 · Chat on WhatsApp

Directions Google Maps

No. 3 · Opened 8 Aug 2026

Berjaya Times Square

Imbi, Kuala Lumpur

4.8· 105 Google reviews

Lot G-09, Ground Floor, Berjaya Times Square, 1, Jalan Imbi, 55100 Kuala Lumpur

Mon – Fri: 8am – 10pm
Sat – Sun: 10am – 10pm

Phone018-917 2310

Directions Google Maps

With their sister café Principle Reserve, the team's four cafés have 5,486 Google reviews between them.

What to Order

From the Principle menu

In the menu's own words. Dishes marked Must Try are the ones the menu marks that way.

Sourdough pizzaMust Try

Four Cheese

Gouda, emmenthal, mozzarella, parmesan, truffle oil.

Sourdough pizza

Neapolitan

Pomodoro, fresh basil, mozzarella, parmesan, truffle oil.

Focaccia barMust Try

Salmon Royale

Focaccia bread, sour cream, smoked salmon, capers.

PastaMust Try

Tiger Prawn

Dried shrimp chilli, garlic, shimeji mushroom, spring onion, aglio-olio style, spaghetti.

Pasta

Smoked Beef Brisket

Pulled beef brisket, garlic, touch of mala, tomato sauce, parmigiano, arugula, fettucine.

Plates

The Champs

Sauteed mushroom, tomato, Japanese cucumber, fresh salad, bangi chicken sausage, beef bacon, scrambled egg, focaccia, V8 dressing.

Plates

Signature 12-Hour Braised Beef Short Ribs

Fork-tender, slow-braised, finished with rich beef jus. French buttery potato puree, roasted pumpkin, turmeric leaf.

Signature coffee · cold

Tiger Bomb

Smooth earl grey milk meets rich espresso, finished with silky orange cream and a burst of citrus zest.

Signature coffee · cold

Crème Brûlée Caramel Latté

Espresso and fresh milk layered with smooth crème brûlée cream, crowned with a cracking layer of torched brown sugar.

Full Menu · Jalan Trus & Mount Austin Menu · Berjaya Times Square

The dishes above are from the menu shared by Jalan Trus and Mount Austin. Berjaya Times Square has its own menu, so check it before you go. No pork, no lard.

On the Table

Plates, bars & coffee

From the Principle Café menu

Cajun-Spiced Pan-seared Chicken Chop on a Principle plate — Cajun-Spiced Pan-seared Chicken Chop

Crispy Battered Fish & Chips with two sauces and lemon — Crispy Battered Fish & Chips

Signature 12-Hour Braised Beef Short Ribs with potato puree and pumpkin — 12-Hour Braised Beef Short Ribs

Golden Crust Salmon with mushrooms and pumpkin — Golden Crust Salmon

Truffle Mashed Potato in a teal bowl on slate — Truffle Mashed Potato

Focaccia bars & coffee · Berjaya Times Square

Five focaccia bars with different toppings, at Berjaya Times Square — Focaccia bars

Black Sesame Sea Salt Latté topped with black sesame cream — Black Sesame Sea Salt Latté

Salmon Royale Focaccia Bar with a black coffee on a wooden table — Salmon Royale Focaccia Bar

Risotto in a Principle pasta and risotto plate — Risotto

At our sister café, Principle Reserve

Poached eggs with smoked salmon on a Principle Reserve plate — Principle Reserve menu

Wide ribbon pasta with mushrooms on a Principle Reserve plate — Principle Reserve menu

Crème brûlée latte with a torched sugar top, Principle Reserve — Principle Reserve menu

Sliced smoked duck, scrambled eggs and red onion with brioche, Principle Reserve — Principle Reserve menu

Seared fish over squid-ink risotto with prawns, Principle Reserve — Principle Reserve menu

Guest Reviews

One review from each café

Quoted as written on Google, each under its own café's rating.

Jalan Trus4.6· 1,953 reviews

If you're staying at Suasana Suites or Amari Hotel, Principle Cafe by T.A.M on Jalan Trus is one of the best breakfast spots to check out, as it's literally right next to these hotels. I usually visit this cafe when I'm in the mood for a Western breakfast instead of Asian cuisine.

Ming Shen Tham

Edited 7 months ago · via Google

Mount Austin4.7· 2,159 reviews

Food is awesome. The smoky beef brisket pasta is delightful. The Nepotalian pizza with truffle oil is rich in flavour. The staffs here are super welcoming and attentive to every customers. Highly recommend to anyone!

Leang Hon Yeen

9 months ago · via Google

Berjaya Times Square4.8· 105 reviews

The food is exceptional, recommended to share with another person as the focaccia is quite big portion. Crispy crust while fluffy inside, with the pesto sauce and juicy chicken, perfect combo! The waiter Subash was giving his best service, while offering water and refills timely.

Leng Jess

A week ago · via Google

Google ratings as of 27 Sep 2026 · Read all reviews: Jalan Trus · Mount Austin · Berjaya Times Square

Sister café · Same T.A.M team

Principle Reserve

A separate café with its own name and its own menu, run by the same team, in Taman Melodies, Johor Bahru. In its own words it is a refined neighbourhood café offering elevated breakfast plates, handcrafted coffee and artisanal bakes in a calm, thoughtfully designed setting. By its own account, it is known especially for its Five Cheese Sourdough Pizza.

4.7· 1,269 Google reviews

23, Jalan Balau, Taman Melodies, 80250 Johor Bahru

Mon – Thu: 9am – 9pm
Fri – Sun: 8am – 9pm

Phone016-869 0023 · Chat on WhatsApp

Directions Principle Reserve Menu

Principle Reserve shopfront at dusk, with its arched sign above number 23

Inside Principle Reserve: a long wooden table under chandeliers, with the pastry and coffee counters behind

I have been to Principle Reserve at least 8 times, bringing my family and friends to eat awesome and value for money food. The cafe itself is decorated beautifully with ample aircon to stave off the heat. There are various seating to accommodate solo and groups.

Lim Chee Kng

7 months ago · via Google · All reviews

Map

Find your café

Directions · Jalan Trus Open in Google Maps