This year, it seems like that donut is the number one ruling pastry – at least in greater Jakarta area. New establishments keep popping up, followed by long queues that last for months… all that for the enjoyment of soft, squishy fried dough that we all have known for centuries. So, why the sudden donut craze? In a country where consumerism and fear of missing out play a big role, such question is no longer necessary to be raised.
One of these establishments is Donut of Curiosity. Their shop in Ashta District 8 is disguised as an art installation – a giant, chonky twisted knot where replicas of their donut selection is presented. The whole ceiling is a lighting fixture, making the vibe even more unusual. A staff would peek from small window on the side, ready to serve the customers. That’s all. No chairs, tables, or any space for dine-in.
Their second branch in Grand Indonesia is more “inviting”. The place is pinkier and warmer. Customers can eat donuts on the spot, although the seats are pretty limited. You can also observe the donut replicas closely here since the display is within reach. They are neatly presented inside small glass domes with each information card laid out, stating each donut’s name, description, flavor notes and price. I prefer what they did to the Astha branch because the concept surely sparks some curiosity. It’s understandable though, that the same concept couldn’t be applied at oher malls with different demography.
Being pretty, edgy and all that doesn’t hold them back to be serious with their products. I appreciate how well-informed the staffs are when it comes to product knowledge. Staffs at both branches are thorough – and also friendly – when they are explaining the menu to me. They emphasize the importance of consuming the donuts within 6 hours. Custard-filled donuts have to be consumed within 2 hours.
Now, about the donuts themselves – are they delicious and worth the price? Their selection changes from time to time and each donut is individually priced, unlike conventional donut shop like Dunkin’ and J.Co. They vary from IDR 28,000 to IDR 35,000 each – it might sound expensive but I’m already used to Jakarta pricing.
Taste wise, it’s pretty obvious that each donut is infused with high quality ingredients. Enjoyable, sure, but not spectacularly good. I also find it quite odd that one donut is overwhelmingly sweet and the other one tastes bland. My favorite is Valrhona – literally named after French chocolate brand they use for the filling. The donuts – along with the fancy takeaway box – does make a beautiful gift, making it a nice treat to give or to take home. Personally, I’m a fan of their branding.
Donut of Curiosity
ASHTA District 8 – UG | SCBD, Jakarta Selatan | Opening hours: 11 AM – 9 PM
Grand Indonesia – Level 1, West Mall | Tanah Abang, Jakarta Pusat | Opening hours: 11 AM – 10 PM
