Can a Chef Build a Hotel Brand? José Andrés Thinks So

Celebrity chef José Andrés is breaking into the hotel sector with a branded hotel slated to open in Washington, D.C.

The Bazaar House by José Andrés is scheduled to open in 2027 in the capital city’s Georgetown neighborhood. The project is the first branded hotel deal for José Andrés Group, known for its network of 40 buzzy restaurants, and is developed through a strategic licensing agreement with real estate firm Thor Equities.

“No matter how luxurious you make a hotel, it’s four walls and it’s soulless, until you program the F&B,” said Sam Bakhshandehpour, who became global CEO of the José Andrés Group in 2024.

Nobu, another chef-driven brand, has grown to 19 hotels across eight countries,

The Bazaar House will include a 67-room hotel, a private membership club, wellness facilities, retail, and multiple restaurants.

From Restaurants to Hotels

José Andrés Group will license its brand and oversee programming, particularly around food, beverage, design, and guest experience.

“What we’re not looking to do is operate hotels,” Bakhshandehpour told Skift. “We welcome partnering with the major operators, our existing partners, Marriott, Hilton, and Hyatt. Let them do what they do best, which is fill the rooms and operate the hotel.”

“Let us design it, let us create that ethos. Let us tell the stories and deliver that guest experience that’s unique, and then let them leverage their machine.”

While many hotels treat restaurants as secondary, Bakhshandehpour believes a fully integrated approach can change how a property is valued and perceived.

“We want to be a successful experiential element that [hotel guests] look forward to,” he said.

What’s Different About The Bazaar House

The first hotel is named after The Bazaar, Andrés’ restaurant that debuted in Los Angeles in 2008 and has expanded to three other U.S. cities.

But not every hotel will carry The Bazaar branding. José Andrés Group will reserve The Bazaar name for luxury markets while introducing more affordable concepts elsewhere.

A philosophy across all properties will be designing lobbies as “destinations” rather than mere thoroughfares, enticing guests to linger for business meetings and socializing.

The D.C. hotel will extend beyond dining to include an exclusive penthouse club, various food venues, and wellness spaces.

A membership club will occupy part of the property. But that’s not the start of a global network.

“It’s very localized to D.C.,” Bakhshandehpour said. “We’re not looking to get into the members club space … It’s really earmarking a portion of the Bazaar House in Georgetown for guests that want to have that member’s experience.”

José Andrés Group plans to add hotels in the U.S. and internationally. However, the CEO does not have other JAG-branded hotels in the works.

Running F&B for Hotels

Managing services at hotels not branded with its name remains the company’s bread-and-butter.

At the Andaz Miami Beach, José Andrés Group will oversee all food and beverage operations, including the new Mediterranean restaurant Aguasal, a Bazaar concept (previously at the SLS South Beach), and a Bar Centro cocktail bar. The group will also manage event and banquet services.

The group is exploring brand licensing, with particular interest from Middle Eastern partners. While international announcements remain pending, José Andrés Group is focusing on domestic growth in key cities like New York, Washington D.C., Miami, and Los Angeles, with an eye on emerging cultural and economic hubs.

“It’s the Austins, the Nashvilles, the Scottsdales of the world,” he said. “I was recently in Palo Alto, and you look at the vibrancy of what’s come back in Silicon Valley with the university, and you know that these are cities that have thought leaders. What’s missing is a unique hotel product.”