Sonny Bagel Shop at JAM PJ: Malaysia's First Wood-Fired Bagel Spot
Sonny Bagel Shop opened in early July 2026 on the lower ground level of JAM PJ in Section 13, and it claims a national first: hand-rolled, wood-fired bagels. The shop is small, the queue is real, and they sell out before closing on busy days. If you arrive after lunch on a weekend, the bagel you wanted is probably gone. The pitch is straightforward. Bagels take time. Dough is mixed and proofed overnight, then shaped, risen, boiled and baked. The wood-fired oven gives the crust a char you do not get from a standard conveyor.
How the menu works
You pick a bagel, then a build. Oven-baked bagels are RM9 each; the wood-fired version costs an extra RM3. The catch is that the wood-fired bagel of the day is randomly selected, so you cannot always pair it with your first-choice sandwich. The cashier will steer you to what works.
Seven bagel flavours rotate daily: plain, sesame, everything, black olive, poppy seed, Cheddar jalapeño and cinnamon raisin. From there, the menu runs from a simple bagel with butter or jam (RM14) up to the Holy Lox (RM34), which is smoked salmon with scallion cream cheese, fresh dill, capers and red onion. The Philly Cheesesteak (RM34) is sliced beef, caramelised onion, capsicum, jalapeño and double Cheddar. The Happy Mushroom (RM27) is sautéed mushrooms, mozzarella, hash brown, rocket and aioli on a black olive bagel. The sweet pick is the Strawberry Matcha (RM24), a cinnamon raisin bagel with matcha cream cheese, pistachios and strawberry jam.
The Optimist Coffee connection
The people behind Sonny also run Optimist Coffee, which is why the espresso is a step above what most bagel shops in the Klang Valley serve. If you came for breakfast and want a flat white to go with it, this is the right place. The space itself is decked out in an American diner colour palette with seating that suits a quick bite rather than a long stay.
The shop sits at the back of JAM PJ, the complex formerly known as Gasket Alley. The fastest way in from the front is the side lane used for parking. The official address is LG01 and LG02, lower ground level. Operating hours are Tuesday to Sunday, 9am to 5pm, closed Mondays. They tend to sell out, so check their Instagram before driving over. If your first visit lands at peak, expect a wait for a seat.
Practical Details
- Dates: Opened early July 2026; ongoing
- Time: Tuesday to Sunday, 9.00am to 5.00pm (closed Mondays)
- Venue: LG01 and LG02, JAM PJ, No. 15, Lot 68, Jalan 13/6, Section 13, 46200 Petaling Jaya, Selangor
- Nearest LRT: Asia Jaya or Taman Jaya (Kelana Jaya Line)
- Price: Bagels RM9 (oven-baked), RM12 (wood-fired); sandwiches RM14 to RM34
- Contact: +6014 324 6618
- Website: instagram.com/sonnybagelshop
