Biteclub dining concept set to launch with Million Dollar Menu winner

By Georgia Bronte contact

- Last updated on GMT

Biteclub dining concept set to launch with Million Dollar Menu winner
Food technology concept Biteclub will launch this week with a partnership with Million Dollar Menu investment winner chef Jay Morjaria.

The concept​, which is just coming out of a 4-week pilot period, aims to use technology to instantly connect up-and-coming chefs with fitting venues creating limited edition restaurants which also get marketed through the platform to Biteclub's membership. 

The sharing economy concept empowers chefs, allowing them to get their concepts into the public arena whilst sidestepping the issues of business rates and rent hikes. 

The venture has been incubated by Zag, the venturing arm of global creative agency BBH and relies on a collective of experts and suppliers from branding, marketing as well as restaurant consultants, chefs, landlords and investors.

As well as hosting new and emerging chefs, the company will also work with industry stalwarts and chefs who are established but do not have their own sites.

“Market forces mean independent restaurants and even the most robust chains are closing in droves. The dining scene is becoming increasingly homogenized,” says Jamie Behbahani of Biteclub.

“Using technoloy, data and the 'sharing economy', Biteclub provides an accessible hub  for adventurous diners to enjoy the food of top kitchen talent who are increasingly disenfranchised by the current system.”

At its official launch in Brick Lane on 7th​ July, Biteclub will be partnering with Jay Morjaria. The chef recently secured a £500,000 investment from the Rocco Forte Hotel Group on BBC2’s Fred Sirieix-fronted TV show Million Dollar Menu. He will be using the funding to roll out his vegetarian east-Asian concept Dynasty across the hotel group’s properties.

In partnership with Biteclub, Morjaria will be serving similar dishes to those served by Dynasty on Million Dollar Menu, including seaweed empanada with a choice of Korean lamb or jackfruit and watercress miso with pickled turnips; slow roasted aubergine with barley, fennel kimchi, cherry gochujang sauce and panko breadcrumbs; and black sesame doriyaki with ​toasted hazelnuts, hazelnut cream and summer berries.

"Since my success on the show, I am really pleased to be working with Biteclub to test this new platform and increase Dynasty's brand exposure," says Morjaria.

Bricks and mortar chef rotation restaurants have proved successful for emerging concepts' trajectories​. Platform 1 in East Dulwich made its name through hosting up-and-coming chefs, including Smoke & Salt and Perilla, both of which have now gone on to launch permanent sites.

Related topics: Venues

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