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Endemol & VC Capital Holdings Bringing MASTERCHEF Restaurant Concept to US

Based on Hit TV Series, ‘MasterChef, the TV Experience’

Launched in Dubai in 2019  

Endemol & VC Capital Holdings Bringing MASTERCHEF Restaurant Concept to US

Endemol Shine North America, producer of the hit culinary competition series MASTERCHEF on FOX and private equity financier VC Capital Holdings, announced today that they are teaming up to bring the first MASTERCHEF restaurant concept to the U.S.

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 first-hand what it’s like to be in the famous MASTERCHEF kitchen by participating in familiar 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.

“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, SVP, 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.”

“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 award-winning restaurant ‘MasterChef, the TV Experience’ in Dubai features an interior design inspired by the famous MASTERCHEF kitchen and a menu that spotlights former contestants and winners from various international seasons of the hit global series. Endemol Shine North America and VC Capital Holdings are excited to bring this unique concept stateside.

Location and opening details to be announced at a later date.

An encore broadcast of MASTERCHEF’s epic tenth season is currently airing Wednesdays (8:00-9:00 PM ET/PT) on FOX.

MASTERCHEF JUNIOR will return for an eighth season in the 2020-2021 season on FOX, featuring world renowned chef Gordon Ramsay, acclaimed chef Aarón Sánchez and nutrition expert, author and new judge Daphne Oz.

Originally created by Franc Roddam, MASTERCHEF is the most successful cookery television format in the world, adapted locally in 60+ countries and watched globally by over 250 million viewers in more than 200 countries. The MASTERCHEF brand extends into a huge range of successful commercial activities across multiple platforms including extensive publishing, consumer products, experiential and live events, travel, digital and B2B activities.


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