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COTE, New York, USA |
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A one-month waiting list; A 'Korean Steakhouse'
dream of eight years comes to fruition in Manhattan. |
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| The concept of the business is to showcase the unique quality and variety of various cuts of beef. This is reflected in the company's web site. According to Simon Kim, owner of COTE, "We wanted to put the national dish--American dry aged beef--front and center." |
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There are no markings or neon signs identifying the restaurant, and no indications of what type of establishment might be inside. Only by looking through the windows will a customer know, and this attracts the attention of many passers by. This 'veil of mystery' is part of owner Simon Kim's strategy. |
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COTE = Surprisingly exquisite aged beef + Japanese style grilling
+ a complement of Korean specialty dishes. |
COTE, which opened its doors in 2017 continues to boast a one-month waiting list for reservations. COTE is not just about offering simple 'yakiniku.' Rather, it is the quality of the in-house aged beef that shines through. This is the key to the restaurant's success in the highly competitive New York/Manhattan environment.".
The official name of the store is "Korean Steakhouse COTE." It is not" BBQ Restaurant COTE", nor is it "Korean BBQ Restaurant COTE." It is first and foremost a steak restaurant. At the root of its menu is the stalwart American steak. However, upon entering the store, one notices that this is not your standard American steakhouse. First of all, customers cook for themselves. The type of meat that is featured is the popular aged beef. Even though it is domestic beef, it is not tough. And like its Wagyu counterpart, it is tender and flavorful. Traditional American cuts of meat are also offered, and diners are able to discern the subtle differences in texture and flavor between the two. People are often overheard saying to their friends "Wow! This is amazing! This is so much better than any steak I've ever had before. Give it a try!" Moreover, because guests cook it an eat it immediately, the meat does not have a chance to cool and toughen on the way from the kitchen to the table."
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The side menu is composed of various Korean dishes; and this is another commitment of owner Simon Kim. His passion is to share the food he loves from his native county. This passion also extends to the interior decor of the restaurant which features 300 year-old furniture, personally brought from Korea to New York by Simon.
"A month after opening, I called my family in Korea.... I remember when I was young, my father--who was in the real estate business at that time--took me to a restaurant on the top floor of a first class hotel." From that moment, Simon had a dream of opening his own restaurant--a direct influence from his father. Later, sitting around a crowded table at COTE, his father leaned over and said to him in Korean, "Son, I am very proud of you." According to Simon, "My dad is a man of few words. That was the first praise I had received in years." |
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| Photo 1: ‘A first time visit on the recommendation of friends,’ restaurant corporate advisor Edward Kim (35), talks with a group of six IT and design professional-colleagues. Photo 2: President Simon Kim with his pioneering team from the last eight years. From left to right: Chef David Shim (35), Manager Wesley Sohn (28), President Simon Kim; Director of operation Tom Brown (44). Photo 3: For customers unfamiliar with cooking for themselves, an informative staff member is always available to provide assistance. In this way, customers can learn grilling technique which adds to their enjoyment. Photo 4: The restaurant is completely packed from 6:00 PM to 11:00 PM, keeping the servers moving at a brisk pace. This lively environment adds to the total atmosphere. |
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| Photo 5: Dishes from the Korean side-menu fill the table, delighting the senses and stimulating the appetite. Photo 6: The refrigerator used to dry-age steaks. Because it is on a well-frequented path through the restaurant, the bright red light emanating from it leaves a lasting impression. Photo 7: There aren’t too many places in Manhattan where you can get a traditional American ribeye steak cooked on a smokeless Japanese grill. Local diners are beginning to notice the difference of eating steak right off the grill, before it has a chance to cool down. Photo 8: A wide variety of dry-aged steak offerings $45. |
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