I ate at Louis Vuitton's new café, and while I enjoyed 'luxury snacking,' it's not a place I'm rushing to revisit
- I visited Le Café, Louis Vuitton's first eatery in the US, at its flagship store in New York City.
- The menu mainly includes French and Mediterranean dishes alongside American classics like burgers.
- For $210, I had a drink and four dishes, including the monogrammed waffle and Dover sole meunière.
Louis Vuitton may have experienced a slump in sales last quarter, but at its new Fifth Avenue store, especially in its new café, business feels like it is booming.
During my visit to its café in December, I noticed everyone, from wide-eyed tourists to locals, hoping for a taste of the brand. The most asked question of the night was, "Do you have a table available?"
Fashion labels like Tiffany, Armani, and Dior have used in-store dining to provide an experience for their guests beyond solely purchasing products. It comes as brands seek to increase their appeal in Gen Z circles, who increasingly value experiences over items.
And their strategy, at least in the case of Louis Vuitton, seems to be working, with the café fully booked for weeks.
It's not just brands that benefit; these partnerships work for restauranteurs, too.
At Louis Vuitton's café, a "luxury snacking" menu has been created in partnership with Philadelphia-based hospitality group Starr Restaurants, executive chef Christophe Bellanca, executive pastry chef Mary George, and French chefs Arnaud Donckele and Maxime Frédéric.
For me, the visit felt like stepping into a cozy private club that was expertly curated, at least, in part, for Instagram. But I liked that I didn't have to spend a grand to enjoy a meal here and could still get a taste of luxury.
Although it's not a place I'll be setting reservation alarms for again, I will think about some of its dishes, like the pomme mousseline, for a long time.
Here's what it was like to eat at Le Café, Louis Vuitton's first restaurant concept in the US, inside its new Fifth Avenue store in New York City.
Louis Vuitton opened the new flagship store on Fifth Avenue in New York City in November. The five-floor store will temporarily house the brand while its old outpost, across the street, undergoes renovation.
Inside, each floor represents a different collection. The first floor features the house's leather goods, followed by its womenswear collections on the second floor and menswear on the third.
On the fourth is Le Café, the brand's first restaurant concept in the US, which opened its doors on the same day as the store.
The fifth floor is separated into three private salons and includes space for Louis Vuitton's high-design and tableware collections, Objets Nomades and Art de la Table.
I visited the café the Saturday before Christmas Day. Since it was peak tourist season in New York City, I wasn't surprised to see a long line outside the store despite the cold.
However, since I had a reservation, I used an alternate entrance next to the main door, showed my confirmation to the guard, and was let in immediately.
As soon as I stepped inside, I observed — and then copied — other visitors as they strained their necks to get a full view of the atrium, which was home to four stacks of trunks measuring nearly 52-foot tall.
The towering trunks, an instant hit with the influencer crowd, made for a mesmerizing sight, much like the New York skyline by which they were inspired.
They were designed by Shohei Shigematsu — who's also designed exhibitions for Prada, the Venice Architecture Biennale, the Metropolitan Museum of Art, and more — of architecture studio OMA.
Pro tip: For the best view of the store (and the trunks), peek over the railings by the restaurant's reception on the fourth floor.
Since I was early for my reservation, I decided to squeeze in a quick store tour.
A standout feature at the back of every floor was the brand's photo wall, which featured popular pieces from previous collaborations with artists and brands such as Richard Prince, Yayoi Kusama, Supreme, Takashi Murakami, and Stephen Sprouse.
The holiday hustle was in full swing, and while I made my way past different sections, I watched visitors taking selfies of the store alongside people shopping for last-minute gifts.
The chocolate shop — its fourth globally after Paris, Singapore, and Shanghai — is full of beautiful themed chocolate creations.
When I reached the fourth floor, I was greeted by a long line of visitors — alongside the fashion house's iconic monograms, lines seemed to be a recurring theme at the store.
Some people were waiting to see the chocolate shop, while others hoped to snag one of the six sought-after open spots by the café's bar.
I couldn't jump the queue, so I only got a glimpse of the chocolate shop from afar but the chocolates looked artfully crafted. Each piece blended Frédéric's style and the brand's aesthetics, like the Damier Ebène checkerboard print on chocolate bars.
Since I was early for my 7 p.m. reservation, I was asked to wait while my table was set.
In the meantime, the hostess checked my coat, and I took a moment to soak in the atmosphere. From my spot, I got a full view of the store and saw shoppers browsing through monogrammed goods.
As I waited, the one question I heard at least 10 people ask every few minutes was, "Do you have a table available for tonight?"
While the hostess' job is to check in guests and manage seating, her real role, I thought to myself, was saying "no" to the many hopefuls who thought they'd land a last-minute table at the café. (A lucky few can get seats at the bar, but only before 7 p.m. as the café closes at 8:30 p.m.)
Getting a reservation at Le Café, like most coveted spots in New York, is a battle. The reservations are released on Resy and are available 28 days in advance.
It took a week in November to get mine: I set alarms and had Resy tabs open every night before I finally snagged a spot for a month later. In under 60 seconds, most slots were gone.
There was a 15-minute delay in seating me, but given that it was only a month-old establishment, I assumed it might have been an operational hiccup. I was led to my table once it was ready.
Stepping into the dining area, I felt like I had entered a chic private club. The lights had been dimmed for the evening service, and the space was illuminated by neon lights hooked to columns throughout the room. Pops of orange and turquoise added a playful twist to the café.
Some tables were lined with a beautifully arranged bookshelf, which, per the brand, features over 650 titles that guests can browse while dining in.
To maintain its intimate ambiance, the 70-seat venue usually hosts up to 60 diners at once.
Overall, the atmosphere felt romantic, making it the perfect setting for date nights or special celebrations.
At the front of the café sat an eight-seat bar. It had a curved countertop, allowing guests dining at the bar enough space.
It was framed by plush, leather-upholstered stools in the brand's signature orange, complementing the dark glass top. Behind the bar, a variety of alcoholic beverages were neatly staked and illuminated by bright-yellow lights.
If you thought I was exaggerating when I said every corner of the space was decked in the brand's motifs, I really wasn't; even the ceiling has been converted into a display space.
Rows of hanging branded bag tags added a unique touch to the space.
Every element, from the leather placemats stamped with metal rivets bearing the brand's name to the dishware lined in the house's floral motifs, reflected an attention to detail that felt uniquely Louis Vuitton but also a standard I expected from the brand.
The café's menu is divided into two sections: breakfast items, such as truffle eggs "à la a coque" and avocado tartine, and more elaborate fare for lunch or dinner, like the crab Louis and tuna tartare.
I decided to try a variety of dishes — including a few signature items — from its evening menu, which features a mix of French and Mediterranean items with some local influences, like its lobster rolls and "Le burger 1989." Signature dishes were marked with an LV logo, so it was easy to spot them.
The cocktail cost $24, excluding tax and tip. While expensive, it felt in line with the cost of craft cocktails at other high-end bars in New York City.
When it was served, a block of ice embossed with the Louis Vuitton flower floated in the drink.
The cocktail had a kick from the Montelobos mezcal, which was balanced by zesty flavors of passionfruit and lime juice, and the subtle heat from the piment d'espelette — pepper powder — added a nice spicy twist.
Other options on the menu include classics such as a Manhattan, dirty martini, and daiquiri.
When I was served a side of complimentary bread and butter, I appreciated how artfully the butter had been set into the brand's flower monogram.
The bread was nice and toasty on the outside but soft inside.
By the time I finished my meal, I'd devoured the entire four-piece bread basket and was seriously impressed the butter had not melted.
Before visiting, I'd seen many people recommend the monogrammed waffle — pictured above in a photograph from the brand — in reviews online, and I was excited to try this all-day staple.
Unfortunately, the $32 only-just-bigger-than-bite-size waffle was a miss for me.
While it had a lovely crisp exterior, the inside was a bit soggy and had a strong smell of eggs, which threw me off a bit.
I paired my waffle with a bowl of tzatziki — made using Greek yogurt and cucumber — but guests can also opt for a side of crème fraîche topped with caviar for an additional cost.
The tzatziki, which was served in cute glassware with tiny cucumber balls, paired well and offered a cool, refreshing contrast.
At $62 — and the most expensive item on the entrée menu — the sole felt like a splurge but, as someone who loves grilled fish, it was also the most exciting for me.
When I received the plate, the fish was perfectly golden-brown. It was served with a slice of lemon and mint, and the server poured some lemon butter sauce over the top.
The texture of the Dover sole was the highlight of this dish for me.
It's all too easy to overcook fish, especially when grilling, and I've had my fair share of missteps. But at Le Café, the fish was cooked to perfection. The outside had a delicate crispness, offering just the right crunch, while the inside remained soft and tender.
The sauce had a slight buttery richness and complemented the fish beautifully. Its creamy texture, with a subtle hint of lemon, added a nice tang that enhanced the sole without overpowering it.
I chose to lightly dip my fish into the sauce to keep the focus on the fish, but there was plenty of sauce on the side for anyone who enjoys a more indulgent, sauce-soaked bite.
Speaking about his process behind including this dish in the menu, executive chef Christophe Bellanca told Business Insider over email that he "wanted to create a menu that captured both the elegance of France while blending local New York flavors."
The pomme mousseline, which I ordered for a side and cost $22, was easily the best dish I had that night and perhaps the most inventive take on mashed potatoes I've ever experienced.
The potatoes were creamy, earthy, and melted in my mouth. Each spoonful felt indulgent yet light, making it the perfect pairing with the fish.
What stood out most was the dish's unexpected texture. Unlike the smooth consistency I expected, it combined silky potato purée with tiny, crispy fried chunks of potato topped with drops of truffle sauce.
It almost felt like I was eating several different items at once, but really, it was all just potatoes!
There are three signature desserts on the menu, all of which cost $24.
The menu, crafted by executive pastry chef Mary George, was inspired by her time in France and her "culinary philosophy of utilizing fewer, high-quality ingredients and emphasizing them in ways to create depth and richness," she told BI.
When it came to ordering, I was conflicted between two entremets — one satisfied my love for dark chocolate, while the other incorporated hazelnuts. I asked my server for a recommendation, and she said that if I were a Ferrero Rocher fan, I would enjoy the hazelnut entremet.
And so, given that her previous suggestion of pairing my Dover sole with the pomme mousseline had been a hit, I decided to follow her lead.
And once again, her suggestion was spot on.
The hazelnut entremet arrived looking almost too beautiful to eat, adorned with Louis Vuitton's signature monogram.
Each bite revealed different layers: a glossy hazelnut glaze, velvety mousse, crunchy praline, and a nutty cake. The hazelnut butter on top was slightly too sweet for my liking, but that's because I don't enjoy anything too sugary.
This dessert perfectly embodied George's fewer but high-quality ingredients philosophy.
In the end, I paid $210 for my meal (including tax and tip), and though it felt a bit steep for "snacking," it felt appropriate for a special occasion or one-time treat. (At least that's what I told myself in the spirit of the festive season.)
The café, with its chic vibe and meticulous design, is undeniably Instagrammable and is accessible to more than just Louis Vuitton's core shoppers.
To New Yorkers, it's worth attempting to get a reservation and checking out once to enjoy the atmosphere and food and snap that perfect shot for your socials. I enjoyed the restaurant's service and loved some dishes, like its inventive take on mashed potatoes in its pomme mousseline.
But for those visiting the city, I think several other iconic New York City food establishments should be much higher on your list of spots to visit. While the restaurant delivers on style and presentation, the appeal feels more rooted in the novelty of the setting and the big brand name attached to it.
The food, though enjoyable, doesn't break new ground. For me, it's a one-time spot partly because of the hassle of getting a reservation but mainly because there are countless other dining spots in the city with more innovative and exciting menus that are truly worth setting alarms for.