Aldo Zilli is set to open new premises in the forthcoming Brighton MyHotel as he continues his aggressive brand rollout.
The TV-happy chef is opening a fast food cafe and 120-cover restaurant in the Jubilee Square development according to reports in The Argus.
A Zilli Caf? is scheduled to open next month and will feature homemade pasta and ice cream, with the more formal restaurant following later in the summer.
The space has been designed by New Yorker Karim Rashid, and features luxurious details like a gold leaf bar, interspersed with ancient feng shui principals.
The boutique MyHotel is described by the chain`s founder, Andy Thrasyvoulou, as a place where "Freddie Mercury meets the Maharishi".
The Brighton hotel is the first time the chain has built a new venue outside of London.
Zilli opened his first restaurant in 1988, and has since appeared on Celebrity Fit Club and an X Factor ‘celebrity’ special.