First it was Dubai. Now it’s São Paulo’s turn to receive its first restaurant inspired by one of the most successful reality TV shows in the world. Produced by Endemol Shine Brasil, a production company that is part of the French Banijay Group, the largest global content production conglomerate, the restaurant is a partnership between ESB, Mení and Grupo Luce.
“Offering a place where our audience can feel the experience of being inside the MasterChef scenario is a great satisfaction. The main pillar of the reality is gastronomy and now the fans will not only be able to taste the food made in the reality, but also to live an immersion and really feel inside the program”, says Fernanda Abreu, Endemol Shine Brasil’s Licensing Head.
The Luce Group, which already has restaurants in São Paulo and Goiânia, is behind this initiative and aims to create a chain of restaurants inspired by the reality, “We want to create units throughout the country and provide a unique experience, a dive into the MasterChef universe,” says Caio Romano, creator of the project for Brazil and CEO of Mení, a gastronomy business company that already works with Endemol Shine Brasil, agencying the talents of the reality show.
To live this experience, there will be four main activities: gastronomy, MasterChef products for sale, corporate and social events, and cooking classes. In charge of this project, together with Romano, is the gastronomic entrepreneur Lalo Zanini, known for being an expert in designing and managing restaurants. The kitchen will be in charge of chef Pablo Oazen, champion of the second Professionals edition of the program, who will assume the position of Head Chef of the enterprise. “MasterChef has revitalized the Brazilian people’s relationship with gastronomy. The idea of the restaurant is to offer a concrete experience on the customer’s plate,” says Renato Neves, owner of Grupo Luce.
“This is certainly a partnership with a long life and many businesses throughout the country. Besides, São Paulo being the second city in the world to have the chance to inaugurate a restaurant of this size is an honor for Endemol Shine Brasil”, concludes Fernanda Abreu.