Simon Kim Is Building a Fine Dining Empire Out of Korean BBQ

Key Concepts

• Fine Dining Korean Steakhouse: A hybrid culinary concept merging the conviviality of Korean barbecue with the refinement and service standards of a high-end American steakhouse.
• The Butcher’s Feast: A signature tasting menu designed to guide diners through various cuts of beef accompanied by a curated selection of fermented sides (banchan).
• Dry-Aging: A process of aging beef in a controlled environment to enhance flavor and tenderness, a staple of premium American steakhouses.
• Table-Side Grilling: A methodology that ensures meat is cooked to order, preventing the quality depreciation associated with pre-cooked steakhouse service.
• Michelin Star Validation: The industry benchmark for excellence that signifies a restaurant's status in the fine dining hierarchy.

1. The Vision and Evolution of Cote

Restaurateur Simon Kim sought to elevate Korean barbecue from a casual, "fun and fire" experience to a sophisticated fine dining category. Drawing inspiration from the tiered structure of Italian (trattoria vs. ristorante) and French (bistro vs. brasserie) dining, Kim identified a gap in the market for a "developed" Korean steakhouse. His core philosophy is that a vision should be strong enough to flourish independently of the founder, focusing on excellence and refinement.

2. Culinary Methodology and Framework

Cote’s approach is a synthesis of two distinct culinary worlds:

• American Steakhouse Influence: The restaurant sources beef from top-tier purveyors and utilizes a dedicated dry-aging room, mirroring the standards of iconic institutions like Peter Luger.
• Korean Barbecue Integration: By installing charbroilers directly at the table, Kim ensures that every bite of meat is served at its peak, avoiding the "depreciation" of quality that occurs when steak is cooked in a kitchen and transported to the table.
• The Butcher’s Feast: This framework simplifies the intimidating nature of Korean cuisine for newcomers. It includes four distinct cuts—hanger steak, dry-aged ribeye, American wagyu, and soy-marinated short rib—paired with a rotating selection of ferments (e.g., kkakdugi, fermented sesame leaves, pickled radish) designed to refresh the palate.

3. Signature Dishes and Ingredients

• Elevated Kimbap: A luxury take on the traditional seaweed rice roll, featuring bluefin tuna tartare, uni (sea urchin), and caviar, assembled by the diner at the table.
• Japanese A5 Wagyu Tasting: A premium offering featuring three distinct varieties:
  • Miyazaki: Known for a "toothsome" texture that closely resembles American beef.
  • Kobe: The most prized and highly marbled variety.
  • Sendai: Distinguished by its subtle fat content and exceptionally soft texture.

4. Business Strategy and Expansion

After the failure of his first restaurant, Piora, Kim learned that chasing a "Michelin-style" identity was a mistake. Instead, he focused on creating a unique, high-energy customer experience.

• Expansion: Cote has successfully scaled to Miami, Singapore, and Las Vegas (an 18,000-square-foot space in the Venetian).
• Diversification: The Gracious Hospitality Management Group has launched COTE D'AZUR, a concept focusing on Korean fried chicken and champagne.
• Flagship Project: The upcoming 550 Madison Avenue location is described as a "masterpiece," featuring a three-story layout:
  • First Floor: A "Grand Central" style terminal with high-end bar programming.
  • Basement: An immersive, high-energy, "sultry" version of Cote.
  • Upper Level: A hybrid sushi concept blending the aesthetics of Tokyo’s Ginza district with a "Gotham City" influence.

5. Notable Quotes

• "A steak bite is like a Mercedes-Benz. It's beautiful, it's amazing, the first bite, but it depreciates in value the moment it leaves the charbroiler." — Simon Kim on the necessity of table-side grilling.
• "Success is kind of like food, you know, when you share it, it becomes more wholesome." — Simon Kim on the importance of community and philanthropy.

6. Synthesis and Conclusion

Cote represents a successful disruption of the traditional Korean barbecue model by applying the rigorous standards of fine dining to a communal, casual format. By focusing on high-quality sourcing, table-side preparation, and an immersive, multi-sensory environment, Simon Kim has successfully positioned Korean cuisine within the global fine dining conversation. The brand’s growth strategy—centered on unique, location-specific experiences rather than cookie-cutter replication—highlights a commitment to both culinary excellence and sustainable business expansion.