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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