Food
TV’s MasterChef series is to make its live debut in Dubai – as a restaurant.
A landmark deal for the first MasterChef the TV Experience restaurant has been signed by Dubai property developer and F&B specialist The First Group with global content giant Endemol Shine Group.
Based on the reality television series, the restaurant will showcase the talents and recipes of MasterChef contestants from many of the 52 territories where the program is produced.
Scheduled to open late this year in The First Group’s upcoming Wyndham West Bay Dubai Marina Hotel, the restaurant concept will fully immerse guests in the MasterChef experience with its interior design inspired by the show’s TV set.
MasterChef is produced and distributed by Endemol Shine Group, a Dutch production company, and has been adapted in 52 countries. It is seen in more than 200 countries and watched globally by more than 250 million viewers.
“MasterChef has a global fan base keen to engage with the brand in new ways,” says Endemol brand-strategy director Frances Adams. “MasterChef the TV Experience is an exciting opportunity for audiences in this market to enjoy a unique and immersive dining experience.”
Global F&B director for The First Group Duncan Fraser-Smith says the company will work with Endemol to take the concept to other cities worldwide in coming years.
He says the signing of the restaurant is a milestone development for The First Group, which aims to introduce up to 40 original and world-first dining concepts to the UAE by 2021.
