Editor’s Diary: Inside The Opening Of The World’s First Coach Restaurant In Jakarta

Our Editor-in-Chief Pakkee Tan shares his highlights from the opening of The Coach Restaurant and Coach Coffee Shop

Last week, something momentous happened in fashion: quintessentially American fashion brand Coach unveiled their first F&B dining concept in Jakarta, Indonesia. We flew in on Thursday morning, and after a brush with the infamous Jakarta traffic jam situation, we were whisked to Grand Indonesia Mall, where the American fashion brand was all ready to showcase its foray into hospitality.

Dubbed The Coach Restaurant, the fashion brand brought a slice of the Big Apple to the Indonesian capital in the form of a modern steakhouse. Think: plush leather banquettes, stainless steel tables, perfectly pressed linens and, in case you missed it, a scene-stealing, life-size New York taxi cab at its centre.

Stepping into the restaurant, it immediately feels as if you’re entering a swish establishment plucked from the heart of Manhattan—and the menu definitely reflects that as well. Serving up classic appetisers like crab cakes, shrimp cocktail and tuna tartare (all must-tries!) and hearty mains such as strip steak, fish of the day, burgers and lamb chops, the menu is an ode to New York’s culinary specialties. Of course, leave space for dessert: their New York cheesecake and 20-layer chocolate cake is to die for.

One thing I do hope the restaurant adds to their menu is the pillowy soft bread rolls served with a choice of smoked butter or jalapeño butter shaped to look like Coach’s iconic tea rose!

For those of you looking for something away from the preening crowd, there are also three private dining rooms, done up in a marvellous mid-century modern style, taking inspiration from its roots in New York. The classic yellow of the room (am instantly recognisable NYC taxi cab yellow) and the furnishings—especially the light fixtures!—made for an Insta-worthy moment.

Another thing that caught my eye: Coach’s attention to detail extended down to the tableware! Napkin holders were crafted from the brand’s famous glove-tanned leather, and the plates were custom-designed for the F&B concept, with Stuart Vevers approving the look and feel from New York, I’m told. Could this be the brand’s salvo into creating lifestyle products as well? Only time will tell.

Not to be missed as well is the Coach Coffee Shop, just a stone’s throw away from the restaurant, where you’ll be able to grab more than just a cup of coffee. New York-style pizza (flavours range from a classic margherita to a decadent truffle mushroom), classic malts, sweet treats (blondies in the shape of a C, whoopie pie, stuffed canolis) have all been included to transport visitors to Manhattan. Fans can also pick up Coach Coffee Shop merch here, which includes t-shirts, caps, thermos bottles, notebooks and keychains. My pick? The sweatshirt is definitely a fun way to remember your visit—plus, you’ll be one of the only few in the world to have it. For now, at least!