One quality that most Super Chefs have in common is that they can’t stop inventing new concepts. Even as they age into their late 40s, 50s and 60s, they are overflowing with ideas for new dishes, new restaurants, and new products. Take a look at the chefs profiled in Super Chef:
- Wolfgang Puck: Wolf will open yet another new concept in April 2010 called WP24 by Wolfgang Puck, collaboration with new The Ritz-Carlton at L.A. Live on the 24th floor of the hotel. The restaurant will feature upscale Asian fare and a stunning view of the city skyline.
- Charlie Palmer: Charlie has continued to expand, into not into restaurants but also hotels. His latest venture is really a re-tooling. Moving Aureole mid-2009 from its townhouse (owned by Charlie) to the Bank of America Tower.
- Todd English: Todd has opened Todd English P.U.B. recently inside Crystals CityCenter in Las Vegas, a luxury retail and entertainment district. Todd English P.U.B. (an acronym for “Public Urban Bar”) is a modern interpretation of an authentic English pub. It features 50 international bottle, keg, and cask beers.
- Susan Feniger: This half of the team behind Border Grill and Ciudad struck out on her own to open Susan Feniger’s Street in Los Angeles last year. She is also appearing on Top Chef Masters solo. (Meanwhile, Mary Sue Milliken has been equally busy. With Susan Feniger, she launched a Border Grill Truck. They also are bidding to expand into LAX terminal with a Border Grill. On the side, she has been hunting in Mongolia and cruising down the Nile in search of all things culinary.)
- Tom Colicchio: Tom opened Colicchio & Sons in January replacing Craftsteak. He continues to balance his TV career (Top Chef) — a career path he said in Super Chef that he would not take (p. 205) — with a growing number of Craft offshoots.
As for branding, what to do but add their own names to their restaurants?