Utara @ Hotel Armada PJ - New and Improved

Rebranding is a crucial step in positioning oneself to be even more visible to others, without compromising the status quo of quality and such. In fact, rebranding oneself is to project oneself further and it bears a symbol of better and grander quality.

When I was told that Utara Coffee House at Hotel Armada Petaling Jaya has rebranded itself as just Utara @ Hotel Armada Petaling Jaya after a major makeover, I was so tempted to see the uplift for myself. I know that after serving the public for 22 years and being fondly known as Utara Coffee House, the step to rebrand itself was not an easy step. 
As I entered the coffee house, I was pleasantly greeted by the easy and brightly lit facade. The facade portrays a younger and fresher connotation to the once-seasoned coffee house. And walking into the coffee house, I was immediately transported to a totally new place - like the one that I have never seen before.

It is much brighter, feels very spacious and I love the simple yet elegant decoration throughout the coffee house. Looking closer, I realised that the space is effortlessly divided into several sections - an open eating area, a corporate meeting area and an area for a closed party. The sections are all there but with no apparent segregation - very chic and effortless! Thumbs up!

I also realised that the tinted glass overlooking the highway was removed and replaced with clear glass. This allows the rays of natural sunlight coming in from its full-height windows, making it look wider and spacious thus offering a more comfortable dining environment. 

The new Utara is able to seat 200 pax on an occasion and boasts two new additions to the restaurant, an open kitchen at the back of the restaurant and an open café-bar at the front. With the open kitchen, diners become spectators as they can see their food being prepared thus allowing for a greater sense of occasion while the open café-bar was built to serve between the restaurant and the lobby lounge. As such, service staff are able to communicate with and attend to guests in 2 different areas with ease, without compromising on service standards.

While Utara may have undergone a complete makeover, the restaurant still retains its signature flavours and will continue so as an ode to their loyal diners. Utara’s exceptional local cuisine such as the Nasi Lemak Utara, Roti Durian, Kari Kepala Ikan, Daging Masak Assam Pedas, Siput Sedut Masak Cili Padi and Ketam Masak Berlada to name a few are what sets Utara apart from competitors in the area.
My fave would be Nasi Lemak Utara (I had several packs of that small and delicious Nasi Lemak Utara), Daging Masak Assam Pedas and Kari Kepala Ikan.Diet, what?
As part of their new menu, Utara has since added on several Vegan dishes to satisfy all Vegan diners. In addition, a special Vegan Set Menu is available for order too but a 3 days advance reservation is required. The Lunch, High-Tea and Dinner buffets will also feature a special Vegan’s Corner.

The act of rebranding to Utara is certainly a bold move and a successfuk one at that. The move certainly elevates the coffee house to be on trend without compromising its quality. Congrats Utara.

Open daily from 6.30am to 12am, experience Utara @ Hotel Armada Petaling Jaya for yourselves by calling 603-7954 6888 to make reservations or email f&b@armada.com.my 
Rawlins GLAM
012.280.1977