Brazil’s first MasterChef restaurant opens in 2026

MasterChef – The TV Experience debuts in Sorocaba in 2026 with immersive design and guidance from chef Diego Sacilotto.

Endemol Shine Brasil, part of Banijay Américas, and the agency Mení, in collaboration with Grupo ZT Gastronomia, will bring to the country the first restaurant inspired by MasterChef. The soft opening is planned for early December, while the official opening will take place in January 2026. Chef Diego Sacilotto, winner of MasterChef Professionals 2016, will serve as culinary consultant.

The evolution of the MasterChef brand

The MasterChef – The TV Experience represents a milestone for one of Brazil’s most beloved entertainment brands. The project is the result of a partnership between Endemol Shine Brasil, Mení Negócios em Gastronomia and Grupo ZT Gastronomia. Together, the companies created an immersive culinary concept that brings the show’s universe to life.

Since 2014, MasterChef Brasil has shaped the country’s culinary entertainment. Editions such as Professionals, Junior and Confectionery expanded the brand’s presence. Digital initiatives like QG MasterChef and MasterChef Creators reinforce direct engagement with audiences.

Immersive design and culinary concept

Nani Freitas, CEO of Endemol Shine Brasil, highlights that the new venue allows fans to truly immerse themselves in the MasterChef universe. The experience blends cuisine, environment and interaction, aligned with the brand’s high standards.

The restaurant will feature more than 1000 m² and seat over 200 guests. Located in Sorocaba’s Jardim Paulistano district, the space designed by architect Herbert Holdefer will recreate iconic elements from the set, such as the market, mezzanine, clock, central workstation and the show’s hallmark logo.

Two kitchens totalling 250 m² will host various culinary activities, giving visitors the sensation of being inside the show.

Menu inspired by iconic MasterChef dishes

The menu will feature dishes that marked the show’s history, including Raul Lemos’s Beef “Uélito” and Pablo Oazen’s dessert A Goiaba. The famous Mystery Box will also be offered as a signature experience.

Dishes from current seasons will be served one day after they air on television, reinforcing the connection between the venue and the televised format.

Technology and interactive experiences

Screens installed throughout the venue will display live footage from the kitchens, iconic show moments and menu items. Additional features include a kids’ area, café, bar, outdoor spaces, a chef’s table inside the kitchen and a private dining room designed for themed events with former contestants and judges.

Expansion plans and choice of Sorocaba

Caio Romano, CEO of Mení, explains that the goal is to combine flavour and entertainment, with expansion to other Brazilian cities already planned. Sorocaba was chosen for its economic growth and relevance as a pilot market.

João Paulo Totti, cofounder of Grupo ZT Gastronomia, says the project already carries strong recognition and will require operational excellence to deliver a true MasterChef experience.

Global history and brand reach

Two licensed MasterChef-inspired restaurants already operate abroad: one in Madrid, opened in 2018, and one in Dubai, opened in 2019. Both blend themed environments with iconic dishes from the show.

MasterChef is part of Banijay Rights’ global catalogue, which includes licensing, merchandising and gaming. The format is recognised by Guinness World Records as the most successful culinary TV show worldwide, airing in 71 markets with over 750 seasons and 16,000 episodes since its creation by Franc Roddam in 1990.

In Brazil, the format is licensed and produced by Endemol Shine Brasil and broadcast by Band and Discovery H&H.

Photo: Divulgação