Chain: A Fresh Take on Classic American Dishes
B.J. Novak and Michelin-starred chef Tim Hollingsworth collaborate to offer a unique dining experience in Los Angeles, reinventing classic American chain restaurant dishes.
Casey Parker
- 2024-01-05
- Updated 04:25 PM ET
(NewsNibs) - Known for co-creating the immersive dining experience Chain, B.J. Novak has teamed up with Michelin-starred chef Tim Hollingsworth to put a gourmet spin on iconic dishes from famous American chain restaurants. This Los Angeles-based culinary venture has drawn significant attention for its creative reimagining of beloved menu items. Conceptualized by Novak in 2018 and further developed with the help of producer Phil Rosenthal, Chain's journey from idea to realization has been a collective effort involving talents such as production designer Ruth De Jong and musician John Mayer, who contributed to the restaurant's interior and logo design, respectively.
Initial Pop-Up Success and Community Response
Chain's debut, initially postponed due to the COVID-19 pandemic, took place in March 2021 with a parking lot pop-up event that featured Hollingsworth's reinterpretation of the Bloomin' Onion, among others. Selecting only one or two specific chain restaurant dishes for each occasional event, Chain has not only curated a unique taste experience but has also developed a collaboration with the very chains they pay homage to. The concept has resonated strongly with the public, amassing a waitlist of over 25,000 people eager to participate in the monthly dining events hosted at a West Hollywood house, specially designed by De Jong.
ChainFest and the Surge in Chain Restaurant Business
In December, Chain elevated its profile by launching ChainFest, branded as the world's first chain food festival, featuring an assortment of dishes from various chains. The event's allure was evident with tickets priced at $75 each, and they sold out swiftly. Coinciding with Chain's success, chain restaurants including Olive Garden, Applebee's, and Texas Roadhouse have reported a surge in their business, possibly benefiting from the growing trend and rejuvenated interest in chain restaurant cuisine spurred by ventures like Chain.
Chain represents a rising trend of experiential dining that blends nostalgia with high culinary art. Its unique approach creates an original gastronomic narrative that both honors and transforms traditional chain dishes, and in doing so, has captured the palates and hearts of diners across Los Angeles. As the establishment looks to future events, Chain continues to add a touch of Michelin quality to the comfort food scene, reflecting an evolving landscape where casual and fine dining merge.
