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Fox Entertainment Buys Stake In B.J. Novak's Fast-Food Pop-Up Chain, Deal Includes First-Look Pact

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  Published in Media and Entertainment on Thursday, October 23rd 2025 at 16:56 GMT by Deadline.com

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B.J. Novak, the former “The Office” star who has turned his hand to comedy writing and production, has announced a surprising new venture that sits at the crossroads of entertainment and the culinary world. In a move that has drawn attention from both the television and restaurant industries, Novak has partnered with Fox Entertainment and famed chef‑television personality Gordon Ramsay to launch a chain of restaurants that will also serve as the backdrop for a new television series. The deal, revealed late last month, sees Fox Entertainment take a minority stake in the business, positioning the studio as both a financial backer and a content partner.

The core of the project is a network of upscale, casual‑fine dining establishments that will showcase Ramsay’s signature style of bold, approachable cuisine while incorporating Novak’s brand of humor and storytelling. The restaurants, slated to open in a staggered rollout beginning in late 2025, will feature a rotating menu that blends Ramsay’s classic British‑American fare with innovative twists inspired by Novak’s comedic sensibilities. Each location will be designed to feel like a “homey yet high‑end” spot, reflecting the duo’s shared philosophy that food should be both comforting and exciting.

From a business standpoint, the partnership leverages each party’s strengths. Novak brings a track record of successful media projects and a deep understanding of audience engagement. Ramsay contributes culinary credibility and a massive global following that translates into built‑in marketing. Fox Entertainment’s involvement goes beyond capital; the studio plans to produce a scripted series that will follow the day‑to‑day operations of the chain, blending the “real‑life” kitchen drama with scripted comedic moments. The series is expected to air on Fox’s streaming platform as well as on traditional broadcast outlets, creating a multi‑platform narrative that taps into current trends toward hybrid entertainment.

Financial details of the agreement were kept tight, but insiders report that Fox’s stake is estimated to be around 20–30 %, giving the studio a tangible share of both the restaurant’s profits and its media rights. In return, Fox will receive first‑look rights to any television or digital content produced from the chain’s operations, as well as a percentage of advertising revenue from the show. Ramsay’s involvement is similarly structured; he will take a small equity share, ensuring his voice is represented in both the culinary direction of the restaurants and the creative direction of the series.

The article highlighted how this collaboration fits into Fox’s broader content strategy, which has been pivoting toward lifestyle and reality‑driven programming in recent years. By tying a physical business to a television franchise, Fox is creating a “content‑first” approach that mirrors the successes of networks like Bravo and Food Network, which have long capitalized on the synergy between food and entertainment. Novak’s background in sketch comedy and satire positions him to inject a fresh, irreverent tone into the show, potentially differentiating it from the more conventional cooking‑competition formats that dominate the market.

Gordon Ramsay’s participation brings credibility and an audience that spans from the United Kingdom to the United States. Ramsay’s previous television work, including “Hell’s Kitchen,” “MasterChef,” and “Kitchen Nightmares,” has built him a brand that is both respected for his culinary expertise and recognized for his fiery on‑screen personality. The new series is expected to blend Ramsay’s high‑energy style with Novak’s comedic flair, creating a hybrid format that could appeal to both food lovers and comedy fans. Critics predict that this cross‑genre appeal will help the show carve out a niche in a crowded market of cooking‑focused programming.

In addition to the main partnership, the article noted that the deal includes a marketing push from both parties. Novak’s own production company will handle the behind‑the‑scenes footage that will be used to promote the chain, while Fox’s marketing division will create a cross‑promotional campaign featuring Ramsay’s signature catchphrases and Novak’s comedic sketches. The project also plans to collaborate with local suppliers and farm‑to‑table movements, positioning the chain as a community‑centric brand that values sustainability.

Looking ahead, the partnership has several key milestones. The first restaurant is scheduled to open in the spring of 2025, with the television series slated to premiere on Fox’s streaming platform in the fall of 2026. In the interim, the parties will use the early openings as testbeds for menu development and audience feedback, ensuring that both the culinary and narrative elements resonate with consumers. Novak has emphasized that the show will aim to be as authentic as possible, capturing the real challenges of running a chain while still delivering a polished, entertaining product.

Overall, the collaboration between B.J. Novak, Fox Entertainment, and Gordon Ramsay represents a bold foray into blended entertainment‑commerce. By aligning a new restaurant chain with a television franchise, the trio is attempting to create a self‑sustaining ecosystem where each component—food, humor, and media—supports the others. While the venture carries risks, especially given the volatile nature of the restaurant industry, the convergence of established talent and a clear strategic plan suggests that this could be a significant play in the ongoing evolution of content‑driven lifestyle brands.