In Sunday's New York Times Magazine, there was an interesting article by Mark Bittman about the franchising of great chefs. The article covers how world renowned chefs, including Alain Ducasse, Joel Robuchon and Daniel Boulud, are expanding into restaurateurism, trading on their name and the cooking that is represented by that name.
It is not that there is anything wrong with the branding that the chefs are doing because it is financially a good move for them and, in some cases, good for diners who have world-class cuisine more readily accessible.
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