Food Reviews, Reviews

J.Co Donuts & Coffee at Pavillion KL

There is a silent invasion that has landed on our Malaysia shore recently, from our neighbouring country, Indonesia. No don’t worry, it’s not the repeat of the Konfrontasi between this two nations, but rather an invasion of their donut chain.

Doughnut or more popularly known as donut, is not a pervasive culinary culture here in Malaysia, although thousands of mak ciks (old ladies) at roadside stalls and the school canteens have been selling this as long as I can remember. Then came the Dunkin’ Donuts who revolutionized the way we look at donuts, and earlier this year, Big Apple, opened their first outlet at The Curve, Damansara.

JCo Tasting 01

And now, J.Co Donuts & Coffee, yet another Indonesian-owned chain, has decided to break into the Malaysian donuts market. Their first ever outlet outside of Indonesia opened end of last month at Pavillion, the latest of prestigious shopping mall in Bukit Bintang, Kuala Lumpur. Since then, thousands and thousands of Malaysian have made their way there and queue up to get a fix of their donuts. Now, I am not someone who are really into queuing up for an hour for my food. So imagine how excited I was when Sid told us that J.Co’s PR Executive, Intan Suraya, has invited us to check out their donuts and coffee.

JCo Tasting 03

* Intan Suraya Shamsuddin, the PR & Promotion Exec *

This one helluva gorgeous PR Executive guided us through the history and background of J.Co. The owner of J.Co is actually Johnny Andrean, an Indonesian hairstylist turned millionaire who owns more than 200 salons and 30 J.Co outlets in that archipelago country. So now you know the “J” stands for Johnny.  Since opening their first outlet in Indonesia more than 2 years ago, they have now served more than 50 million donuts!

JCo Tasting 02

As for their outlet here at Pavillion, it is located on Level 01 (Level 03 is on street level), right next to BreadTalk. It is not difficult to locate J.Co, just look for a long human queue and you’ll find it. According to Intan, they have unique concepts for each outlet, and the one for this Pavillion outlet is more hip and hype as their target market seems to be teens and young adults.

JCo Tasting 04

JCo Tasting 05

JCo Tasting 06

Just like most of the new modern eateries, the kitchen is open for public scrutiny via glass panels instead of wall. So while queuing to order the crowd can actually look at how they prepare the donuts. It looks easy enough, bt apparently the kitchen staff has to start their shift at 4am each morning!  I hope J.Co is paying them well.

JCo Tasting 08

JCo Tasting 07

In order to ensure customer’s satisfaction, J.Co makes sure their ingredients are sourced from the best places, and then undergo strict hygienic and fresh cooking processes. For example, their best-selling Al Capone (named after the famous Chicago mob boss) are made of almonds imported from California, and white chocolate from Belgium. This one tough looking donut is an absolute winner, with the crunchiness of the almonds outside, and the softness of the donut to counter-effect it. No wonder it turns out to be their best seller.

JCo Tasting 10

Another popular one would be the Glazzy (RM2.00), the simple yet amazingly addictive donut. Instead of the standard donut which is sprinkled with sugar, this Glazzy is made using soft dough, and then glazed with American honey which will melt in your mouth, literally! While the donuts at Dunkin’ Donuts are more bready, the ones here are crunchier, more airy and light and fluffy.

JCo Tasting 09

JCo Tasting 15

One flavour that all chocoholics would love would be the Coco Loco, a donut that is 40% filled with Belgian dark chocolate. There are chocolate filling both inside the donut as well as on the whole top surface. Slightly too sweet for me but the girls seem to love it lot.

JCo Tasting 11

The “Why Nut” is a donut with unique combination, American peanut butter topped with premium white chocolate from Belgium. Unorthodox but a surprisingly good combo nevertheless. Why NOT indeed!

JCo Tasting 12

With all the craze over green tea in recent years, it is only logical for J.Co to come out with a green tea flavoured donut as well. Named as “Miss Green T“, it is made of Macha (green tea powder) imported in from Japan. While I doubt the significance of the health benefits claimed by the chain, I know my tastebud immediately identified the goodness of the strong green tea flavour.

JCo Tasting 13

But my favourite on that night would be the “Cheese Me Up“, the one with topping made of melted New Zealand low fat cheese, and sprinkled with bit of chives. Unlike the sweeter variants mentioned, this one is less sweet and a little hint of saltiness. Will definitely brighten up the day of anyone that fancies savoury stuff.

JCo Tasting 14

Well as their name suggests, they are more than just donuts actually. Coffee is one product they are proud of as well, that’s why J.Co goes the extra mile to sources their Arabica coffee beans from five different countries (Bolivia, Brazil, Costa Rica, Indonesia and Venezuela) and roasted in Rome, Italy. For non-coffee drinker, no worries as they have quite a number of non-coffee based drinks as well. For every drink purchased, you will get one Glazzy totally FOC!

JCo Tasting 16

JCo Tasting 17 JCo Tasting 18 JCo Tasting 19

 * Cappucinno *                        * Iced Chocolate *                       * Toffee’ O *

Ok, after tasting J.Co‘s donuts, I might change my mind about not queuing up an hour for my food. I have to admit their donuts are seriously delish. I will without a doubt come back as there are many other assorted donuts that I have yet to try, including the much-talked-about JCrown Oreo. The hot topic/gossip out there seems to hover around the question of originality of these donut chains. In my humble opinion, consumers’ main concern would not be about who is copying who, but rather about the taste, service and the pricing. The pricing is almost similar if not the same, but when it comes to taste and service, I feel that J.Co has the slight advantage over Big Apple at the moment.

Homer Simpson 01

While I foresee the streams of people going to J.Co and queueing up for their hot and tasty donuts won’t be stopping anytime soon, I hope the management would not take things for granted and rest their laurel. Arguably J.Co have the best donuts now, but I can’t be sure I’ll say the same thing once Krispy Kreme decided to join in the donut war here. Those who have tasted them would know what I mean. But till then, join in the queue turn yourself into a Homer Simpson!

Donut Price List

Glazzy              RM                                Assorted           RM


Each                 2.00                              Each                 2.30

½ Dozen           9.60                              ½ Dozen            11.00

Dozen               16.20                            Dozen               19.10

2 Dozen            28.60                            2 Dozen             33.40


Beverage Price List


Item                                                     RM

Cappuccino                                            6.70

Cafe Latte                                             8.60

Iced Chocolate                                       8.10

Oreo                                                     11.00

Green Tea                                             10.00


Price for Regular Beverages:


Item                                                     RM

Cappuccino                                            7.70

Cafe Latte                                             9.10

Iced Chocolate                                       9.10

Oreo Freeze                                          11.90

Green Tea                                             11.00


*prices above are subjected to 5% gov tax.

J.Co Donuts & Coffee

Address: Lot 1.05.00, Level 01,

              The Pavillion KL, Jalan Bukit Bintang,

              55100 Kuala Lumpur.

Telephone: 017-378 0177, 03-2142 5177 (Corporate)


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22 thoughts on “J.Co Donuts & Coffee at Pavillion KL

  1. I would love to try the Why Nut (die-hard fan of peanuts). I’m also not a person whom will queue 1 hour for food but since there are positive reviews, no harm to do so once or twice 🙂

  2. jason – Yea I think its worth queuing up for at least once la! b0mbadill0 – During weekends and peak hours, other than that maybe 15-30 minutes?amandaliew – Oh lucky you, they are opening an outlet soon at Sunway Pyramid. Pretty near to your place huh?xtrinc – You are NKOTB rite? Might be a shorter wait if you go during non-peak hours.preciouspea – How do you rate them if compared to Big Apple or Krispy Kreme?

  3. nicktay – Keke, we are invited mah, of coz they’ll let us take. But then again, I saw a few customers snapping away without being stopped.Jun – You think so? Tasted fine though, quite fluffy actually. More likely due to my bad photography I suspect. b0mbadill0 – Kekeke yea I know which one you are referring to. Another glaring example of bad photography skills (or the lack of it)! Opsss….

  4. tummythoz – No way…kakaka, I’m not willing to queue up an hour just to feed you!! Ai Wei – Or you can head straight down to Pavilion and queue up.Christine – My personal fav would have to be the Cheese Me Up!!! But girls would like Miss Green T.sc_food4thot – Hmmm….they are different. But somehow I’m leaning more to Krispy Kreme. But to be fair, it has been quite some time since the last time I had Krispy Kreme.wmw – J.Co vs Big Apple? I think we have a clear winner already no?

  5. I went to J.Co at Pavilion Bukit Bintang this afternoon (27.6.2008). Never been to it before so I thought I’d give it a try. I was served by one of the counter staff, a Malay guy. For no apparent reason, he put my box of doughnuts down and left it there. After a few minutes, I asked another counter staff, a Chinese girl, about my box. This Chinese girl was really rude to me when she replied to me so I left without bothering to buy the doughnuts. You can bet your last Ringgit that I’m never going back there again – better to eat roti canai and teh tarik from mamak or eat at Dunkin Donuts than going to an overpriced doughnut shop with rude staff.

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