The starification of Parisian tables: Joey Starr signs the menu of the restaurant nestled on the 6th floor of the Printemps department store

3 min reading time

Published on 23/05/23 - Updated on 23/05/23

Joey Starr - Printemps illustration

Beyond his status as a rapper and actor, Joey Star has a real passion for cooking. He has already invested in various projects related to F&B, such as the launch of a quarterly magazine dedicated to the world of cooking or the publication of a guide listing 100 recipes and 150 addresses of producers, craftsmen, chefs and winegrowers in mainland France and Martinique.

The Bleu Coupole restaurant, which opened in March 2022 on the top floor of the Printemps Haussmann store in Paris, was designed as a place of residence with a menu that changes every six months. After an initial collaboration with journalist Elvira Masson, the creation of the menu was entrusted to Joey Star, still in co-creation with chef Clément Blondeau.

Customers will have the opportunity to discover a committed menu inspired by recipes from his "Bistronomik" guide and prepared with seasonal products from small producers.

The dishes echo the star's love of world and island cuisine with, for example, crab soup with coconut milk, salicornia salad, beef flank steak with chimichurri sauce and sweet potato fries, and rum route-style French toast.

This collaboration will run from Monday 20 March to 15 June.

Foodiclopedia's insight

→ Alongside the growing starification of chefs, we are seeing more and more personalities from completely different worlds highlighting their love for cooking and gastronomy by developing F&B projects.

Beyond highlighting the French population's deep affection for cuisine, this is also proof that the market is conducive to the emergence of new businesses.

→ Using the image of a celebrity to promote an address has the advantage of being able to take advantage of its influence. The celebrity will take the whole community with him or her, even those less attracted to the restaurant business. 

Point of attention:

In the case of collaborations, such as with a strong personality like JoeyStar, the venue associates its image with that of the star in its entirety.

The place may therefore be associated with the star's actions.
For the partnership to work, it is therefore essential that the matching makes sense both in terms of the cuisine and the positioning of the location.

Betting only on a headliner who has no legitimacy or credibility can be disappointing for customers. → With Joey Starr, one comes to create the surprise by the contrast existing between the very raw universe of the rapper and the polished side of the high-end restaurant. But since he already has a foot in the restaurant business and a real passion and expertise for bistronomic cuisine, this can create a very pleasant surprise.

DEPUR Expériences

DEPUR Expériences

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