Sun Sentinel Palm Beach Edition
Tour of Guy Fieri’s new restaurant in Aventura Mall
South Florida is very important to Guy Fieri’s plans for world domination.
The celebrity chef with three Food Network shows is opening his second Chicken Guy restaurant in the Treats Food Hall at Aventura Mall, and his business partner, Robert Earl, says they have plans to expand throughout the region.
“We’re going to do some more down here,” Earl says while giving SunSentinel.com a “hard hat tour” of the restaurant that will open in six to eight weeks. “Chicken Guy will ultimately be everywhere. We are going for global domination. I promised Guy that this will be his retirement fund.”
The first Chicken Guy opened last August in Disney Springs at the Walt Disney World Resort.
“South Florida is a great testing ground for us because it is so international,” Earl continues. “Because Miami, Fort Lauderdale, Hollywood — the entire area has so many visitors. There’s a Latin aspect to a lot of things that we do.”
Earl is probably best known for being the founder of Planet Hollywood and for his own TV show,
“Robert Earl’s Be My Guest,” on the Cooking Channel in 2014 and 2015. The British native also helms restaurant chains such as the Earl of Sandwich (with locations in Lake Worth, Boca Raton and Miami) and Buca di Beppo (with a location in Davie). He has also had a hand in movie producing, with titles most famously centered around Jason Statham such as “Mechanic: Resurrection,” “Wild Card” and “The Expendables” film franchise.
What’s different about Chicken Guy?
“Guy has chosen fresh chicken, no antibiotics, never frozen,” explains Earl. “He has a secret process of marinating it, that I can’t share with you, overnight. Then he flours it with a unique seasoning and then we cook it in a pressure deep fryer – completely different from everyone else’s. It remains crispy on the outside and moist inside.”
Customers will decide whether they want their chicken crispy fried or grilled. And then if they want a sandwich with a bun or simply chicken for dipping. Diners will also need to choose from 22 made-from-scratch sauces.
Mike Cruz, who was the general manager of the Disney Springs restaurant and is moving to South Florida to serve in the same position for the Aventura location, says Chicken Guy has a sauce for every taste.
“We have a chipotle, chipotle ranch, avocado crema, we have curry mayo, we have bourbon brown sugar barbecue,” Cruz says. “So you name the combination, we can make it. Whatever ethnic group you’re from, whatever your background is, we’ve got something for you. So you have the ability to be your own chef.”
Unlike the first Chicken Guy in Orlando, the second location will not have instore seating, using instead the tables in Aventura Mall’s Treats Food Hall.
“We’re also a little unique compared to the others [in Treats Food Hall in] that we deliver to the table,” says Earl. “We give everyone a special buzzer and we can find them and we will bring it to you at the table.”
What are the price points?
Cruz says, “A family of four can eat here under $40 feeding everybody. Your lunch is 12 bucks with a drink. That’s an entrée, a side item and a drink.”
Why Aventura Mall?
Earl, whose father lives nearby, also says he has a close friendship with the Soffer family, the real estate developers behind Turnberry and Aventura Mall, and is a frequent visitor.
“There’s a lot of great food here,” he adds, explaining why he and Fieri chose Aventura Mall. “A food hall is only successful if all the elements are good, because you’ve got different people in your party with different taste buds and you need to have other great places. It’s no good to go somewhere you’re the only good one. And that’s why this was the biggest
choice to sign here.”
How much will Fieri be here?
“Guy visits South Florida regularly,” says Earl. “He’s heavily involved in the South Beach Wine and Food Festival. The last one was awesome because he took three different booths and converted them into a working Chicken Guy. He gave demonstrations of the secret sauce. I expect to see him regularly.”
What’s it like working with Fieri?
“He is amazing,” Earl says. “I knew him socially. I watched him open on the Las Vegas Strip and I saw how popular he was. I asked him if he would be involved in one of my other restaurants, one of my Planet Hollywoods, and to be truthful, it was like having a movie star with me, except that he was kinder to everyone. He took a photo with absolutely everyone. He wouldn’t let anyone go by without meeting him. He’s just a wonderful character.”
Earl continues, “As we speak I’m about to fly to meet him. He’s being honored on the Walk of Fame in Hollywood [California], which is a big thing. He’s just super. And he’s very committed and very knowledgeable. This brand excites
the hell out of him.”
If you go info
Aventura Mall is at 19501 Biscayne Blvd., in Aventura.
Navigating Aventura Mall property can be a daunting task, especially with so much construction going on. The nearest parking garage to the Treats Food Hall is in front of Serafina Italian Restaurant and/or the Tesla Store. If you put either street address in your GPS, it will take you directly to the garage. The address for Serafina is 19565 Biscayne Blvd., Aventura. The address for Tesla is 19565 Biscayne Blvd #1948., Aventura.