Since its founding in 2017, Cote NYC has expanded its Korean steakhouse concept globally, proving adaptable to distinct cultural markets such as Miami, Las Vegas, and Singapore. Founder Simon Kim has consistently emphasized the establishment of Cote as a unique blend of Korean culinary tradition and Western luxury dining. The restaurant’s model of thoughtfully combining Korean culture with the discipline of French culinary training reflects this fusion. Kim’s tactical approach to Cote’s expansion has ensured the restaurant maintains high quality and authenticity in each new location.
Cote’s business model is different from traditional franchising that often leads to diluted brand identity. Cote is built on a linear concept: a Korean steakhouse designed by specialists who maintain a consistent experience across all locations. This strategic approach contrasts with Osaka Overseas, a previously attempted hybrid dining establishment that struggled to maintain brand integrity abroad. In contrast, Cote invests deeply in developing people and infrastructure, which Kim credits as key to scaling while preserving quality.
Why does Cote’s model stand out?
Departing from the idea of merely opening new venues for growth, Kim has emphasized readiness and skilled leadership. He noted, “It ultimately comes down to people and focus. We scale by developing leaders who can execute at the highest level in any market.” By focusing on trained personnel and identifying culturally resonant locations, Cote aligns itself with both local expectations and the brand’s high standards.
How does Cote integrate with local markets?
Each Cote location respects the local flavor while maintaining the brand’s integrity. Kim values nuanced, region-specific elements, explaining, “COTE is a beef-centered Korean steakhouse built by subject matter experts. The fundamentals never change.” The ability to discern such alignment permits the brand to customize experiences without compromising its essence, a strategy that has been effective in markets with diverse expectations from New York to Singapore.
The relationship Cote has cultivated between authenticity and modernization has mirrored transformations in other culinary industries. Just as Italian and Japanese cuisines have segmented into regionally specific varieties, Korean cuisine is advancing towards a more distinguished expression. Cote embraces this by positioning itself as culturally authentic yet adaptable. Kim exemplifies a commitment to maintaining cultural relevance without succumbing to trends, something that affords the restaurant both authenticity and creative liberty.
As Korean culture continues to form a significant global presence, its culinary traditions enjoy increased exposure and appreciation. Within this context, Gracious Hospitality Management, under which Cote operates, serves as a facilitator for Korean dining experiences globally. The company’s ethos remains rooted not in reproduction but in honorably integrating Korean culture within each location’s context.
This strategy has driven Cote’s success across varied markets and highlights Kim’s dedicated yet innovative approach to restaurant management. Maintaining integrity while adapting to market needs, Cote has showcased the restaurant industry’s potential for diverse cultural integration within luxury and fine dining sectors. Gracious Hospitality’s contributions extend further by aiding emerging Korean concepts to penetrate American markets, creating a platform for shared cultural exchange and enriched dining experiences.
