Mai House isn't the only entity using Top Chef contestant Spike Mendelsohn's be-hatted mug to promote their restaurant. This poster (right) can be found attached to the plywood to his new Washington DC burger restaurant Good Stuff Eatery. According to his website, Spike's family is launching the "pilot" in DC, but he is the man with the vision. He came up with the idea and hopes to spread branches of the burger and shake joint "across the nation." In a way Spike represents a new breed of TC contestant. In previous seasons, chefs kept mum about the show and winners waited until the conclusion to gain any leverage from their appearance. Now the show is so well known—and for the most part, well respected—that contestants can push the Top Chef angle three episodes in. Not sure it will sell those burgers, but it won't hurt if he can hold his own in the upcoming episodes.
· Capitalizing on Top Chef: 24 Prince & Mai House [~E~]
· All Top Chef Coverage [~E~]