Endemol Shine Brasil, part of Banijay Americas, Meni Agency in collaboration with Grupo ZT Gastonomia are partnering together to bring Brazil’s first themed restaurant, based on the hit culinary competition, MasterChef. With a soft opening planned for XX and the grand opening in XX at Sorocaba, “MasterChef – The TV Experience” will feature Diego Sacilotto – winner of the fourth season of MasterChef Professionals, as Culinary Consultant. Diego and his team are responsible for developing the menu, training kitchen and service staff, and overseeing operations post-launch.

“MasterChef – The TV Experience” marks a new chapter in the evolution of one of Brazil’s most successful entertainment brands. The project is the result of a partnership between Endemol Shine Brasil, one of the largest independent audiovisual content producers in the country and the company behind the licensing and production of MasterChef in Brazil; Mení Negócios em Gastronomia, the leading chef representation agency in the country with over a decade of experience working with talents and businesses connected to the format; and Grupo ZT Gastronomia, which has operated restaurants and delivery services for more than ten years. Together, these partners bring to life an innovative dining concept that brings the MasterChef universe into an immersive experience.

Since its debut in 2014, MasterChef Brasil has established itself as a cultural phenomenon captivating audiences and shaping Brazil’s culinary entertainment landscape. The brand’s success on free-to-air television inspired new editions such as MasterChef Professional and MasterChef Junior, and its influence has continued to grow far beyond TV screens. Through digital initiatives like MasterChef HQ on Youtube and the recent launch of MasterChef Creators, featuring digital content creators, the brand has continually evolved to meet audience demand.

“Providing a space where our audience can truly immerse themselves in the MasterChef Brasil universe is incredibly rewarding. Gastronomy has always been the heart of the show, and now fans will not only be able to taste iconic dishes from the reality show, but also enjoy an environment designed for those who love the program,” says Fernanda Abreu, VP of Licensing and Talent Representation at Endemol Shine Brasil.

Spanning over 1,000 square meters and accommodating more than 200 guests, the restaurant goes far beyond its menu: it will be a hub of experiences for fans of Brazil’s most beloved culinary reality competition show. Located in the Jardim Paulistano neighborhood of Sorocaba, the space – designed by architect Herbert Holdefer from 134 – will recreate elements from the show’s set, including the market, mezzanine, MasterChef clock, the iconic central workbench, and the brand’s emblematic logo featured throughout the venue. The two kitchens, totaling over 250 square meters, along with various culinary activations, will make guests feel like they’re inside the show.

“MasterChef – The TV Experience is a natural extension of what the show represents: excellence, creativity, and a passion for gastronomy. This space was designed to reflect, in every detail, the strength of a format that has captivated audiences worldwide. From the dish curation to the ambiance, everything was carefully crafted to deliver an immersive and sophisticated experience, worthy of what MasterChef symbolizes to both the public and the market,” says Nani Freitas, CEO of Endemol Shine Brasil.

Throughout the space, multiple screens will display live footage from the restaurant’s kitchens, memorable scenes from MasterChef, and dishes featured on the menu that tell the story of the format – such as the Beef “Uélito,” presented by Raul Lemos from the 2015 amateur season, and “A Goiaba,” one of the desserts Pablo Oazen created in the final of the 2017 professional season. The menu will also include the famous “Mystery Box,” one of the restaurant’s signature experiences, and dishes from current MasterChef Brasil episodes, available the day after they air on TV.

The venue will also include an interactive kids’ area, café, bar, outdoor spaces, a “chef’s table” inside the kitchen, and a private dining room where former contestants and judges will participate in themed nights and exclusive events.

“We want to deliver a unique and accessible experience for all audiences, combining flavor and entertainment. Sorocaba is the first step in a major project to expand the restaurant and other culinary formats under the MasterChef brand throughout Brazil,” adds Caio Romano, CEO of Mení agency.

The choice of Sorocaba as the launch city was strategic. Already established as a “pilot market” and experiencing strong economic growth, the city takes another step toward becoming a national reference in culinary and gastronomic experiences with the opening of “MasterChef – The TV Experience.”

“It’s a tremendous honor to bring the first MasterChef restaurant to Brazil. We believe this is a project that already carries fame, and its success depends on flawless execution. Our experience in restaurant management will be key to delivering the best of the MasterChef f universe to the public,” says João Paulo Totti, co-founder of Grupo ZT Gastronomia.

Outside Brazil, two cities have previously hosted officially licensed MasterChef -inspired restaurants in a pocket format: Madrid, Spain, which opened the first franchise restaurant in 2018, and Dubai, UAE, which launched its unit in 2019. Both combined themed environments with iconic dishes from the show, creating immersive experiences that were highly successful with the public.

MasterChef is part of the global offering from Banijay Rights, the global distribution arm of content powerhouse Banijay Entertainment, which encompasses brand licensing, merchandising, gaming and gambling and represents brands from the world’s largest content catalogue, comprising over 220,000+ hours of original programming.

Represented internationally by Banijay Entertainment, MasterChef is world’s most successful cookery television format (Guinness World Records). The format is now commissioned across 71 markets, and has aired over 750 seasons and more than 16,000 episodes to-date. Created by Franc Roddam and first launched in 1990, the superbrand is known and enjoyed across the globe.

In Brazil, the original Banijay format is licensed and produced by Endemol Shine Brasil, part of Banijay Americas and aired by Band and Discovery H&H.

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