Joe’s Place Hartamas: New Boys on the Bloc

Fantastic Food on Four wheels.

KUALA LUMPUR:  Two years ago, two brothers from a small kampung in Kedah dreamt big to have their very own café in the city of Kuala Lumpur.

Today, they have one of the most successful cafés in the Hartamas area – Joe’s outdoor café.

Juhairi Khalid along with, his younger brother, Fauzi Khalid has long planned to open an outdoor café that catered to the young and trendy crowd.

Since arriving in Kuala Lumpur a couple of years back, Juhairi has always contemplated on creating a unique and interesting café to attract a new wave of customers.

Today, the Dream still lives on, as Joe’s outdoor café is becoming the new hotspot for residents in the Hartamas area.

Joe's in its Parked Glory

Co-owner and younger brother, Fauzi Khalid said “the reason why we chose Desa Sri Hartamas as our location was because of the people. Hartamas is like New York, this place never sleeps!”

Their outdoor style café has since gained accolade and the name Joe’s is synonymous with the local crowd in Hartamas.

Juhairi then added “Hartamas is the place where teenagers love to be. When you say hangout –they say Hartamas!”

Joe’s unique style of café welcomes the old and new generation of people to come and enjoy their services.

With a fusion of the Middle East, the café’s layout puts a twist to Arabian designs with Middle Eastern carpets and delightful shisha, while also keeping the Malaysian mamak trend.

Sisha Goodness.

The streaming crowd of customers every night requires a staff of about 8-12 to keep the place running smoothly. Each staff member carries out a certain responsibility for the café that gives Joe’s the merit of having fast and quality services.

“I always value the quality of service that people provide and I myself want people to value the services I can provide them”, said Juhairi, about his thoughts on customer service.

Their trademark yellow van offers many different varieties of traditional Malaysian foods. However, keeping current with the new trends, Joe’s café introduces their own specialties, like the funky Murtabak or Joe’s famous homemade burger, a must try at the café.

Azmi Ariff (no relation writer ariffjunior), a regular at Joe’s, believes that the café has brought many great memories and a feel-good vibe to him and his friends.

“It’s because of a place like this that makes me feel like I belong somewhere, and no other place treats me with such care and respect like Joe’s”.

Since the cafés opening in April 2009, seven months have passed; the place is still crowded every night with people from a diversity of races and backgrounds.

The dream that became a reality, Juhairi and Fauzi received an abundance of recognition which was more than what they bargained for in such a short period of time.

Fauzi believes that Joe’s is only a stepping stone, and that there will be more to come in the future.

“It was like a dream come true for me. I never would have thought that so many people would come here all the time, every night! But I guess when you believe in what you’re selling, people will support it and believe in you too”