Bon Appetit Supper Club and Cafe

By JULIETTE ROSSANT Bon Appetit magazine has guts. It is getting into the toughest restaurant market in the world – New York. But the threat to New York chefs is only temporary. Bon Appetit is opening up what it calls a pop-up restaurant for two weeks only (October 25 – November 3rd) in a space that was previously the Hard Rock Café in Midtown Manhattan. The idea, called the Bon Appetit Supper Club & Café is to bring big name-out-of-town celebrity chefs for a short stint in the big city. That means New Yorkers and visitors can dine on food prepared by Emeril Lagase, Will Goldfarb, Cat Cora, Michael Mina, Govind Armstrong, Claudia Flemming, Michel Richard, and Giada De Laurentis. Bon Appetit's publisher Paul Jowdy put it this way: This restaurant represents a rare opportunity for New Yorkers to have exclusive access to several world-renowned chefs, most of whom do not have restaurants in New York but all of whom have strong national reputations. Celebrity chef dishes will be available for lunch at a cafe for ordinary customers along with book signings. The real action is the during the evening for the celebrity packed events, which range from Judith Jones' book launch, Douglas Hannant's 10th year anniversary, and a dinner after the screening of The Kite Runner, hosted by Katie Couric. Perhaps New Yorkers will embrace the pop-up restaurant because it is like the big top circus coming to town. New Yorkers are familiar with the cooking of Claudia Flemming and Will Goldfarb who runs Picnick in Battery Park. But those Food Network stars - Giada, Emeril and Cat - are going to lure their fans to try their fare. Bon Appetit created the same kind of pop-up restaurant at the Sundance Film Festival last year. A portion of proceeds from the Cafe will benefit Chefs for Humanity. Press releases: Bon Appetit PRNewswire Yahoo! Finance Domino To Go Previous articles: New York Times National Restaurant News [Chefs & Charity - complete] Technorati Tags: superchefblog, Juliette Rossant, super chef, celebrities, chefs, food, restaurants, cooking, branding, cuisine, blogging, food blogging --> back to Super Chef