Chain, the celebrity-driven pop-up that celebrates chain restaurants, has been creating fast food experiences at various places in and around Los Angeles for more than five years. Now it’s headed for a place that should be a natural for what it does: Westfield Topanga Mall.
Chain will take up a six-month “residency” at the massive indoor shopping center on Sept. 2, according to a news release.
It will be “an all-new dining experience to Los Angeles that reimagines the familiar mall food-court experience,” the release says.
Food truck legend Roy Choi is in on the project, as are New York chef Calvin Eng, Mason Hereford of the acclaimed Turkey and the Wolf in New Orleans, and Mei Lin, a winner on Bravo’s “Top Chef.”
The news release did not say where Chain would be in the 1.5 million square-foot, 1960s-era mall.
Chain is a lifestyle brand co-founded by actor B.J. Novak of “The Office” and backed by Studio Ramsay Global, a production company founded by celebrity chef Gordon Ramsay that is part of Fox Entertainment.
Novak and celebrity chef Timothy Hollingsworth launched Chain in 2021, serving a “Busting Onion” based on Outback Steakhouse’s Bloomin Onion out of a food truck in a West Hollywood parking lot.
Since then, Chain has served elevated versions of signature items from restaurants such as Chili’s Grill & Bar, Taco Bell, Pizza Hut and Panda Express.
Events are somewhat secretive. Potential customers join an invite list online and get text messages when tickets go on sale. General admission is in the $75 range and often sells out quickly. The experience usually includes kitschy decorations, selfie opportunities, and merchandise for sale.
Information: eatatchain.com
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