The program is hosted by nationally-recognized restaurateurs Joe Bastianich and Tim Love (and celebrity chef Antonia Lofaso as "expert insider.") Each culinary team will do their best to convince Bastianich and Love that their concept is worth backing.
"The chosen team is given the keys to a working restaurant on trendy Melrose Avenue in Los Angeles," according to a press release from CNBC. "They get 36 hours and $7,500 to put their dream to the test and create a business plan; come up with a branding campaign; and, finally, launch their pop-up restaurant. Under the watchful eye of Bastianich and Love's culinary consultant Antonia Lofaso, the aspiring food moguls open their doors, serve their food, and test their concept on the public."
Bastianich and Love will decide whether to invest their own money into the concepts, based on diners' reactions and the strength of each team's branding and business plans.
Specially themed episodes this season will include "chefs striving to overcome personal setbacks, struggling businesses desperate to change locations, and established restaurants looking to launch a second location," according to CNBC.
Sixpence Pie Company "gives old world pies a Yankee makeover," according to its website. A menu features varieties of sweet and savory selections, including a shepherd's pie, chicken and veggie pot pies, chicken cordon bleu, cider braised pulled pork with caramelized onions, banana with nutella, assorted quiches and gravies and dipping sauces.
"Restaurant Startup" premieres Jan. 13 at 10 p.m. Information: cnbcprime.com/restaurant-startup.