'I Am...'

It all began when Muhamad Jamuri Bin Busori – also known as Jam Ignite – accompanied his wife on a business trip to Amsterdam. As he ventured the streets and walked across bridges, he fell in love with the atmosphere and culture of the Dutch – this led to an inspiration to set up a café revolving around the things he loved about Amsterdam. From their bicycle-oriented lifestyles to how the Dutch eat their fries, these factors were incorporated into the concept of the café. The name ‘I am…’ is derived from Amsterdam’s city icon – ‘I amsterdam’ in block, bold, life-sized letters. Walking past Haji Lane, it would be hard to miss the café as we have a replica of the ‘I amsterdam’ structure – albeit being scaled down and having the letters ‘sterdam’ replaced by ellipsis. ‘I am…’ serves a line-up of Western food; signature dishes include the Dutch-inspired ‘Fries & Mayo’, the generous portions of ‘The Platters’, the much raved about ‘Fish & Chips’ and as its name suggests, the ‘Charcoal-grilled Juicy Beef Burgers’, referring to our burger patties – all of which are painstakingly grilled over a charcoal-fuelled fire, and thus take a little more cooking time. However, as attested to by numerous repeat customers, such delicious food is definitely worth the wait. To complement our savoury food menu, we also have a myriad of drink concoctions which are alcohol-free (with the popular drinks being the ‘Virgin Mojito’, ‘Virgin Lychee Mojito’ and ‘Bushramint’). Apart from that, what really garners the ever-healthy queue are our cakes – homebaked by Jamuri’s mother and brought to the café while they are still fresh. The cakes baked by his mother are the ‘Rainbow Cake’, ‘Scarlett Red Velvet Cake’ as well as the ‘Rainbow Mille Crepe Cake’. What makes the ‘Scarlett Red Velvet Cake’ and ‘Rainbow Cake’ unique is the fact that there are seven layers to each cake, quite a feat to stack and cover with frosting.