East meets West at Joe & Dough

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Desi Trisnawati, Damien Koh and Dawn Wee, championing a menu made with no artificial preservatives. (photo: IO/Prasetyawan)

 IO – The brand behind viral sensations “The Cube Croissant” and “Ferrero Cruffin”, “Joe & Dough” greets Gandaria City Mall’s faithful patrons by opening its latest outlet there. This marks the 4th outlet under its belt in under a year. Joe & Dough has never failed to prove its mastery in F&B entertainment as it reshapes the way leisurely breakfasts, professional brunches, and trendy dinners are done in the capital. 

Famous for its hot-selling croissants – that’s Joe & Dough: people were then introduced to innovative creations too pretty for plates but which astounded guests every single time. When the craze cooled off a little bit, the team masterfully stole more attention by opening at Gandaria City Mall, one of the trendiest lifestyle destinations for people residing in the southern part of the capital. Not only that, Joe & Dough also scored a strategic collaboration with Celebrity Chef Desi Trisnawati, the winner of MasterChef Indonesia season 02. 

Joe & Dough was founded in March 2009 by Damien Koh and Dawn Wee with a simple dream to make good specialty coffee and handcrafted baked goods accessible to everyone. Today, the brand operates 11 vibrant Singapore outlets. This year marks Joe & Dough’s 10th anniversary in the F&B business, and less than a year surprising Indonesians with 4 prominent outlets in leading malls across the capital. Gandaria City Mall is first and foremost a vibrant family destination housing hundreds of leading lifestyle brands and world-class facilities that continue to spoil patrons every single day. It’s only fitting that Joe & Dough calls Gandaria City Mall its 4th home in the country. 

Both co-founders named the brand based on its simplicity: “Joe” stands for coffee, inspired by the American phrase “a cup of Joe”, and “Dough” refers to the bread, cakes and pastries that the café serves. Joe & Dough is now well-known for its specialty coffee and fresh artisanal baked goods made with no artificial preservatives, using time-honoured recipes, with creative flair to explore culinary opportunity to inspire guests and patrons. 

In a meeting with media, Thursday (09/24/2019), Dawn Wee, Co-Founder and Marketing Communications Director Joe & Dough, announced “Joe & Dough is about celebrating the zest of life and sharing that spirit with friends, families, and communities, through leisurely conversation over meals and confections. Our passion is reflected vividly in our menu, one that conveys fundamental messaging of positivity that is a pillar of our business. To celebrate such a momentous year, we are collaborating with Chef Desi to launch 4 seasonal main courses: Pan Seared Salmon with Yoghurt Herb Sauce (IDR 119,000), Charcoal Battered Prawns & Dabu Dabu Croissant (IDR 85,000), Som Tam with Prawns (IDR 80,000), and Seafood Belacan Creamy Pasta (IDR 99,000).” 

Desi Trisnawati, Celebrity Chef, chimed in with “This collaboration is my way of sharing my life experience post-MasterChef-Indonesia. These 4 seasonal main courses tell the story of my life as I revisit those life aspirations and celebratory milestones, making each dish dear to my heart. I trust that guests will be able to taste these creations and share that special moment with family and friends. As I was raised in the small island of Bangka, belacan (homemade shrimp paste) was mostly used in my family dishes, especially for cooking an assortment of nautical wonders. One of the seasonal main courses is Seafood Belacan Creamy Pasta, a penne pasta with rich and creamy spicy belacan sauce, fresh prawns, and squid.” (esti)