Chef Bobby Flay is joining NBC’s move back into the restaurant business.
Flay has been tapped as a participant on the Peacock’s “America’s Next Great Restaurant” competish (formerly titled “United Plates of America”), slated to air sometime next season.
Flay will serve as one of five restaurant and business leaders who will search for a winning chef and/or entrepreneur to help open an eatery. The chef will serve not only as an investor in the restaurant, but also as a judge on the show and mentor to the contestants.
Magical Elves’ Dan Cutforth and Jane Lipsitz, who know a thing or two about the food biz (as producers of Bravo’s hit “Top Chef” and spinoff “Top Chef Masters”), are the producers.
Cutforth and Lipsitz have launched an open casting call across the country, via a bus tour with stops in New York; Raleigh, N.C.; Nashville, Tenn.; Columbus, Ohio; Chicago; Kansas City, Kan.; Denver; and Los Angeles.
Contestants will compete to open a restaurant chain in three American cities. NBC has been down the new-restaurant road before. Its reality series “The Restaurant” featured another celeb chef, Rocco DiSpirito, as he opened an Italian eatery in New York. That restaurant didn’t last long, however.
Flay’s TV credits include “Iron Chef America: The Series” and “Throwdown With Bobby Flay.”