Coach’s First Restaurant In The World: Everything You Need To Know
A cafe, a bagel stall, and an ice-cream truck? Been there, done that – for the American brand Coach. Now, it's setting its sights on dining with the opening of its first restaurant in Jakarta.
Fashion houses expanding into hospitality may seem to be the latest experiential trend, but for Coach, this has been a long time coming. It started with a retail pop-up in 2022 between the New York fashion house and homegrown bagel joint Two Men Bagel, a roving ice cream truck pop-up named The Coach Tabby Shop, then the first Coach cafe in Singapore last year, and now, the global fashion house has opened The Coach Restaurant and Coach Coffee Shop at Grand Indonesia Mall.
The Coach Restaurant in Jakarta marks the American brand's first foray into the dining and hospitality business.
Designed by Coach’s creative director Stuart Vevers in collaboration with the designer and president of New York-based design firm Studio Sofield, William Sofield, the restaurant and coffee shop boast an extensive selection of international brands. Grand Indonesia Mall, with its diverse offerings, stands as one of Jakarta's top shopping and travel destinations for locals and tourists alike. Southeast Asia, particularly Indonesia, has long been a significant and expanding market for Coach, predominantly attracting a youthful clientele. Therefore, seizing the opportunity to introduce a complete hospitality experience makes perfect sense. And, spoiler alert, this is just the first of a series of additional dining experiences the brand plans to unveil in 2024 and beyond.
Drawing inspiration from the iconic visual language of New York, The Coach Restaurant spans 22,000 sq ft and reimagines a classic New York steakhouse with nostalgia in mind. Think low lighting, warm tones, and brown leather seats. Even details like menu covers, placemats, napkin cuffs, and the service staff’s aprons are crafted from leather, while plates feature floral detailing inspired by Coach collections.
The motifs on the crockery are inspired by Coach collections, while the leather accents used for the table setting nod to Coach's heritage in leather making.
While the space retains its Southeast Asian essence with natural and industrial materials like tropical wall panel wood louvres and bronzed mirror walls, the reference to New York remains unmistakable. Notice the true-to-size New York taxicab installation suspended from the ceiling. The Coach Restaurant also boasts circular hubcap walls, along with the iconic taxi cab yellow Pantone 2006C colour used seamlessly throughout the space. In addition to indoor seating, there are tables outside for alfresco dining and three private rooms.
"C" monogram-stamped brioche buns are served with your burgers at The Coach Restaurant.
Heading the kitchen at The Coach Restaurant is Chef Gabriel Jamias, who brings over 12 years of culinary experience to the table. His journey has seen him working in the kitchens of renowned establishments and under iconic chefs, including Wolfgang Puck, Gordon Ramsay, and Mark Iacono. The menu features iconic New York steakhouse fare such as strip steak, lamb chops, shrimp cocktail, wedge salad, and a classic martini.
Indulge in a menu filled with iconic New York steakhouse fare at The Coach Restaurant.
Adjacent to The Coach Restaurant is the Coach Coffee Shop, resembling a modern interpretation of a classic New York corner store. Adorned with New York cityscape wallpaper, the shop offers iconic diner bites like pizza, cookies, cakes, and soft serve. Cannolis, classic New York cheesecake, iced lemon pound cake, Brooklyn Black Out cake, lavender and matcha latte, and even blondies in the shape of Coach's signature "C" are available. The shop also introduces its very own mascot, Lil Miss Jo, inspired by vintage New York diner imagery and personified by a friendly cup of joe.
This marks Coach’s second Coffee Shop, with the first being in Singapore and housed on the first level of a three-story Coach experience. However, unlike its Singaporean counterpart, the Coach Coffee Shop in Jakarta is entirely Coach-branded and operated. Additionally, it offers merchandise such as caps and tote bags. Can we get a Coach cap to go with our pizza, please?
The Coach Restaurant and Coach Coffeeshop is located at Grand Indonesia, West Mall G Floor in Jakarta. The Coach Coffeeshop is open from 10:00am to 10.00pm daily.