Marketing manager Gilbert den Hertog is the first to admit that it was quite a cheeky move, especially since it is more than just a publicity stunt for the television programme. “We had a show about a restaurant, a movie set that was once a restaurant, so why not just start a real restaurant as well?” With such courageous ambitions, it was pretty helpful that Den Hertog was able to find a great partner in Otto Genz, a young chef with experience in Dutch starred restaurants and who wanted to start something on his own.