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MasterChef restaurant concept heading to the US

Concept aims to offer ‘true, immersive’ dining experience and follows on from the launch in Dubai in 2019.

The first MasterChef restaurant concept is due to launch in the US, following a partnership between Endemol Shine North America and private equity financier, VC Capital Holdings.

The concept is aiming to offering a ‘true, immersive’ dining experience, but will be more than an eatery, the companies claim.

The menu is expected to feature signature dishes and recipes which have been prepared on the show, with diners having the opportunity to experience first-hand what it’s like to be in the famous MasterChef kitchen by taking part in familiar show challenges. This will include being able to order a ‘Mystery Box’ and selecting surprise ingredients for the chefs to prepare.

Past contestants and winners will also have the chance to showcase their favourite dishes for guests through exclusive tasting menus, residencies and hosted events.

MasterChef, the TV Experience opened in Dubai in 2019 and features an interior design inspired by the MasterChef kitchen and a menu which spotlights former contestants and winners from various international seasons of the hit global culinary competition.

The location and opening details of the US restaurant will be announced at a later date.

“We are so thrilled to be partnering with VC Capital Holdings to bring this unique MasterChef dining experience to restaurant-goers in the US,” commented Amber Sheppo, svp licensing at 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.”

Antonio Primo, managing partner at VC Capital Holdings, added: “Particularly in the current environment, this type of vibe dining, where people can stay for an evening and safely socialise, is reshaping the hospitality market. Our investment community has energised around the launch and we’re looking forward to opening the first of several locations in 2021.”

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