Endemol Shine North America, producer of the culinary competition series “MasterChef” on Fox and private equity financier VC Capital Holdings, have announced that they are teaming up to bring the first “MasterChef” restaurant concept to the U.S.
“We are so thrilled to be partnering with VC Capital Holdings to bring this unique ‘MasterChef’ dining experience to restaurant-goers in the U.S.,” says Amber Sheppo, senior vice president, licensing, Endemol Shine North America. “VC Capital has had success in providing unique experiences and concepts in the restaurant and hospitality industry and we couldn’t have a better partner to bring the excitement and energy of ‘MasterChef’ to American diners.”
The concept aims to be more than an eatery, but a true immersive dining experience. From screen to plate, the menu is expected to feature signature dishes and recipes that have been prepared on the show. Diners will have the opportunity to experience firsthand what it’s like to be in the “MasterChef” kitchen by participating in show challenges, such as ordering the Mystery Box and selecting surprise ingredients for the chef to prepare. Past contestants and winners will have the opportunity to showcase their talents and favorite dishes to guests through exclusive tasting menus, residencies and hosted events. The concept has already been released in Dubai with the restaurant “MasterChef, the TV Experience.”
“After seeing the success of the ‘MasterChef’ restaurant in Dubai, I knew this was the perfect concept for diners here in the U.S.,” says Antonio Primo, managing partner, VC Capital Holdings. “With a menu curated from the hit show’s Champion and Finalist recipes, ‘MasterChef’ is about the passion for cooking and the emotional connection we have with food. From the famous Clock to the ‘Mystery Box’ to finalist and Champion residencies and masterclasses, the experience is extraordinary. Particularly in the current environment, this type of vibe dining, where people can stay for an evening and safely socialize, is reshaping the hospitality market. Our investment community has energized around the launch and we’re looking forward to opening the first of several locations in 2021.”
The location and opening details of the restaurant will be announced at a later date.