Coach may be best known as a longstanding American leather goods brand, but in recent years, it has been steadily reshaping its image into a pop-culture-savvy name loved by Gen Z and younger millennials. One of the biggest steps in this brand evolution is its entry into food and beverage, including the newly opened Coach Restaurant at Jewel Changi Airport, which launched late last month.
As the brand explains, food is emotional, and serving food offers a new, immersive way for customers to interact with Coach. It’s a clever way of turning a fashion house into a lifestyle brand. But this isn’t new territory for them. Singapore now has three types of Coach F&B outlets: the Coach Coffee Shop at Resorts World Sentosa Weave, the Coach Bar (martinis at SGD$12 all night long—and the Grey Goose Espresso Martini is to die for), and now The Coach Restaurant at Jewel Changi Airport. They also opened a Coach Restaurant in Jakarta last year. Here in Malaysia, we have the Coach Coffee Shop at APW, Kuala Lumpur and in Ipoh. As CEO and Brand President Todd Kahn puts it, the goal is to connect with consumers in ways that feel “authentic, immersive, and unmistakably Coach.” Everything from placemats and aprons to menu covers is crafted with glovetanned leather, reinforcing the house’s heritage as an American leather specialist.
The 56-seat restaurant overlooks Jewel’s iconic Rain Vortex, where bronze mirror walls, poured terrazzo flooring, and tropical wood louvres sit alongside classic Coach leather codes. There’s also a 10-seat bar and a 10-seat chef’s counter for diners who want to be right in front of the open-kitchen action—especially the woodfire grill. (Note: you can actually feel the heat from the grill.)
The menu follows the same New York-meets-Coach philosophy, where diners can expect American comfort favourites. To start, we had the Black And White Bagel, a mini toasted New York bagel served with caviar and cream cheese, and ice-cold Washington State oysters with blackberry mignonette and grated horseradish. The Classic Steak Tartare features finely chopped USDA beef tenderloin, fresh egg yolk, relish, and toasted white loaf, plated in the shape of the classic Coach ‘C’. The Maryland Crab Cake is made with Old Bay–spiced blue swimmer crab, housemade tartare sauce, and fresh lemon.
For mains, you’ll find hot dogs, burgers, and New York pizza slices, but the bucket of five crispy chicken drumsticks served with housemade sauces is the one to note—it comes with hot honey, hot sauce, and ranch. Hot sauce was our favourite, but Hot Honey will speak to those who like a touch of sweetness and spice. You’ll also find succulent Maine lobster cooked over a wood-fired grill, resulting in tender, aromatic flesh paired beautifully with black pepper hollandaise and roasted lemon. If beef is your protein of choice, the USDA Prime Ribeye is grilled until lightly charred and served with garlic confit. Complement the meats with sides such as crisp Duck Fat French Fries or Creamy Sweet Corn and Jalapeño.
Coach says the menu was intentionally designed with accessible pricing in mind, offering options at different price points. The kitchen is led by Head Chef Kurt Sombero, previously of Burnt Ends and Meatsmith Little India, bringing serious culinary credentials to the table.
For dessert, we had the NY Style Cheesecake served with seasonal fruit compote, and the Flaming PB&J Bombe Alaska—peanut butter and jelly with meringue torched tableside. There’s also a 20-layer chocolate cake we’re already planning to come back for.
A 100-bottle all-American wine list and an inventive cocktail programme round out the menu, creating a dining experience full of character. The wine list is curated by Head Sommelier Jane Yoon, who brings a fresh perspective on craftsmanship and storytelling through the glass. With the Coach Restaurant, the brand isn’t just feeding customers but serving a lifestyle, an identity, and a taste of New York.
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