Starwood Restaurant Venture Ramps Up Development

By Jeff Weinstein, Editor in Chief -- Hotels, 3/28/2008 8:00:00 AM

Leave it to Starwood Hotels & Resorts Worldwide to start a new trend: creating a partnership with a restaurant company to develop concepts for its hotels as well as participating in the risk and reward of freestanding restaurant developments.

Along with an equity partner, Starwood Hotels & Resorts in 2006 partnered with famed Chef Jean-Georges Vongerichten to create Culinary Concepts by Jean-Georges. The company is creating international, multi-concept restaurant and licensing businesses to be utilized in Starwood’s luxury hotel brands (including W, Westin, Le Meridien, Luxury Collection and St. Regis) as well as freestanding locations throughout the world.

Not long after Starwood made its announcement, Starwood Capital Group, led by former Starwood Hotels CEO Barry Sternlicht, announced a similar partnership with B.R. Guest
Inc. to build a global portfolio of exclusive names in the restaurant business through both acquisitions and organic growth of its existing brands.

James Gersten, president of Culinary Concepts by Jean-Georges (CCJG), says it makes perfect sense for hoteliers to look outside their core business for partnerships such as these. “These deals give the hotel companies more leverage,” Gersten says. “It is financially lucrative and good for both the hotel and restaurant brands to have an association.”

Gersten says CCJG has fairly aggressive expansion plans over the next five years—the group plans to open 50 restaurants, with about 60% to 75% of them inside Starwood hotels.

The group also has a few new concepts under development, including one that might open later this year. Gersten hints that Jean-Georges will “return to his roots” with French bistro or brasserie concept. CCJG also is working on an international diner concept.

Immediately for CCJG, three new Spice Market restaurants, specializing in the flavorful street food of Southeast Asia, will open this year inside three new W Hotel developments: W Atlanta-Midtown, W Istanbul and W Doha. The W Doha also will include a Market by Jean-Georges restaurant. In addition, CCJG has announced a partnership with The Phoenician in Arizona, part of Starwood’s Luxury Collection, to open J&G Steakhouse, featuring premium meats and fish, on October 1.

“At W, delightful culinary encounters are a passion of our brand, so we are thrilled to partner with Chef Jean-Georges as we unveil three new W Hotels in Istanbul, Doha and Midtown Atlanta,” says Ross Klein, President, Starwood's Luxury Brands Group. “Chef Jean-Georges’ culinary vision and creative ingenuity makes him a terrific match for the W brand and we look forward to working together as we continue to re-imagine “Yum” experiences for our global W guests and local W loyalists.”

“Starwood Hotels fly their flags at some of the most prestigious addresses around the world,” Vongerichten says. “I am excited to announce the first three restaurants as part of my new Culinary Concepts venture. Each opening will be unique and a fresh opportunity to bring my favorite dishes to new communities of diners.”

What’s On The Menu?

Inspired by the vibrant street life of Southeast Asia, Spice Market offers fun and adventurous flavors served in a casual atmosphere. Vongerichten has traveled and worked throughout Asia for more than 20 years, and he recreates some of his favorite street food experiences at Spice Market. Dishes display complex blends of spices and layers of flavor, and are presented to the table family-style—courses arrive continuously throughout the meal and are placed in the center of table for all to share.

Some offerings include spiced chicken samosas with cilantro yogurt; crispy sesame crab with sweet soy, pink grapefruit and ginger salad; striped bass with wok-fried Napa cabbage, water chestnut and cucumber; char-grilled chicken with kumquat lemongrass dressing; and onion and chili-crusted short ribs with egg noodles and pea shoots.

Menus in different cities will feature dishes tailored to local tastes and will incorporate local ingredients. “As a part of the historic spice trail, the Middle East has a number of exotic flavors and ingredients that I am eager to explore,” Vongerichten says. “I plan to feature some of these local delicacies on menus in Istanbul and Doha.”

In addition to Spice Market, W Doha also will debut Market by Jean-Georges, an amalgamation of Vongerichten's celebrated restaurants Market in Paris and Mercer Kitchen in New York City. Market by Jean-Georges is a compilation of the chef's culinary repertoire, featuring a menu with enough depth and variety to satisfy any mood or palate.

The cuisine at Market by Jean-Georges is international, with strong influences from France, Italy and Asia. Appetizers and entrées are supplemented by offerings from the raw bar and pizza ovens. Signature dishes include crab cake with avocado, cucumber, lime and crystallized ginger; raw tuna pizza with wasabi; roasted lobster with artichokes, garlic and potatoes; grilled lamb chops with butter beans, melted leeks and lemon confit; caramelized pear with pear sorbet and banana pain perdu; and warm Valrhona chocolate cake with nutmeg ice cream and brown butter caramel.

For these initial locations, Culinary Concepts has chosen design firms United Designers Ltd. based in London and AvroKO, New York City, to interpret, localize and update the visual language of the restaurants.

J&G Steakhouse will incorporate an individually designed dinner menu, and offer a distinctive selection of appetizers and side dishes, as well as sauces and condiments from around the world. The 250-seat establishment—which will include a bar and terrace—will integrate stunning valley views into its elegant, modern design by David Rockwell, which will utilize wood and stone throughout the space.