Jean-Georges Will Open 30 to 50 Restaurants at Starwood Hotels
Jean-Georges Vongerichten has long been a heavyweight in the culinary world, but now he's out to globally conquer the greater hospitality industry. The Michelin-starred chef has signed a deal with Starwood Hotels to open between 30 and 50 Jean-Georges-branded hotel restaurants within five years, with ten locations at Starwood brands opening by the end of this year. The additions will not be straight-up copies of current JGV restaurants, and menus will change quarterly.
Top chefs partnering with luxury hotels is not new. Gordon Ramsay's not just in London but on both coasts of the U.S., and Masaharu Morimoto and Alfred Portale have their sights set on Florida. Though Vegas has long been a goldmine for celebrity chefs squeezing in yet another self-branded restaurant, this expansion, however, is on a completely different level. Will greater expansion strengthen the JGV name or dilute the reputation and quality of Vongerichten establishments?
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4 Comments:
Wouldn't Top Chef want to strike a deal with Jean-Georges! They could provide him with all the sous chefs (excuse me, ahhh....Executive Chefs) *wink* *wink* he will need, and no head hunter fees!
PerkyMac at 12:10PM on 07/22/08
That's pretty thin to spread oneself, even for a titan like him. I'm a believer in quality over quantity, myself, but maybe a real perfectionist like him will be able to pull BOTH off.
Brownie at 12:40PM on 07/22/08
I agree with Brownie. He will be spreading himself too thin and the quality of his food and service will suffer. How much money and status do these chefs need already???? Food shows, cookware, restaurants, magazines. I am sick of seeing their faces all ove everything. It is almost as if they have forgotten what got them there in the first place-the love of cooking!
suschef at 1:36PM on 07/22/08
This sounds like a disaster waiting to happen. I can't imagine consistent high quality being put forth at each and every restaurant. The same platter should taste the same every single day. For a chain, it's even worse. The same platter should taste the same every day at every location.
As pessimistic as I am, I'll have to judge the experience for myself.
Cassaendra at 8:19PM on 07/22/08