Can a Chef Build a Hotel Brand? José Andrés Thinks So

José Andrés Group is betting that full control of hotel dining and design can turn culinary branding into a profitable hotel business.

Celebrity chef José Andrés is breaking into the hotel sector with a branded hotel slated to open in Washington, D.C.

The Bazaar House by José Andrés is scheduled to open in 2027 in the capital city's Georgetown neighborhood. The project is the first branded hotel deal for José Andrés Group, known for its network of 40 buzzy restaurants, and is developed through a strategic licensing agreement with real estate firm Thor Equities.

“No matter how luxurious you make a hotel, it's four walls and it's soulless, until you program the F&B,” said Sam Bakhshandehpour, who became global CEO of the José Andrés Group in 2023.

Nobu, another chef-driven brand, has grown to 19 hotels across eight countries,

The Bazaar House will include a 67-room hotel, a p