Celebrity chef Marco Pierre White, dubbed “Britain’s first rock star chef” and “the man who made cooking sexy”, will target hotels as he looks to establish his restaurant brands Down Under.
The Michelin three-star winner, who famously renounced the coveted award, has teamed up with RMAL Hospitality to bring his restaurants to the Australian market.
A number of his restaurant franchises operate within hotels in the UK, and Pierre White has confirmed his interest in a similar arrangement for Australia.
“We tend to operate in hotels on the high street, so we’re looking at hotels,” he told Australian Hospitality.
“If you’re in a hotel with 300 bedrooms, you’ve already got a market. You’ve got a foundation and you have an infrastructure – that’s the beauty of hotels. I’m a great believer that you employ the hierarchy and then those individuals build their team.”
Haute cuisine will not, though, be on the menu for the man who turned his back on the pressure-cooker environs of top-ranked restaurants.
“I don’t want to do three-star Michelin food, that’s a world many years ago. They have their place, but I don’t want to be part of that world. I just like simple and straightforward,” he told Hospitality.
“It’s about simplicity and service with a smile in an environment you want to sit in.
“The future of dining out is making everything affordable, delicious and in an environment with warm service – I don’t think it’s complicated.”
Pierre White says he will be taking inspiration for his new venues from their environments and demographics, relying entirely on Australian produce and tailoring his food and pricing around the market. The most likely venues will be Sydney, Melbourne and Adelaide.
His British franchise brands include Marco Pierre White Steakhouse Bar & Grill; New York Italian; Bardolino Pizzeria Bellini & Espresso Bar; Wheelers of St James Oyster Bar & Grill Room; Marconi Coffee & Juice Bar; Mr White’s English Chophouse and Koffmann and Mr White’s English French Brasserie.
Pierre White is a regular guest judge on Masterchef Australia, and has featured in TV shows including Marco Pierre White’s Kitchen Wars and The Chopping Block.
Wikipedia describes him as “the first celebrity chef, and the enfant terrible of the UK restaurant scene”, while a Facebook page in his name says: “Britain’s first rock star chef, Marco Pierre White was the man who made cooking sexy”.