Chain, a celebrity-backed food happening, is the subject of a special debuting on the streaming platform Roku.
Chain was co-founded by actor B.J. Novak of “The Office” and chef Tim Hollingsworth to create gourmet versions of menu items in chain restaurants such as Taco Bell Crunchwraps and the Southwestern Eggrolls at Chili’s Grill & Bar.
Chain started in parking lots during the COVID-19 pandemic and now has a home in West Hollywood, where it holds short-lived pop-ups that usually sell out rapidly. Potential customers give Chain their phone numbers to be on an “invite list” and then get texted for events or merchandise sales.
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Hollingsworth guides viewers through the concept in the 52-minute Roku program, which documents ChainFEST, a food festival held in December. He chats about Chili’s, Red Robin, Jack In The Box and Panda Express with Novak, Chrissy Teigen, John Legend, Josh Peck and Rachel Bloom of “Crazy Ex-Girlfriend.”
Chain is holding a watch party on Friday, July 12, to benefit LA Food Bank. It’s sold out.
Information: eatatchain.com