By JULIETTE ROSSANT
 Click on the Hawaiian Tropic Zone website front page and you'll find David Burke with sultry swimsuit-clad babes on each arm, looking more like a Las Vegas performer than a chef. Then of course, chefs are performers, and nowhere more so than in Las Vegas. It is no surprise that now David will have his own digs in Las Vegas. On March 23, his eponymous Las Vegas restaurant opens in the Venetian.
He already oversees an empire, which includes davidburke and donatella, Hawaiian Tropic Restaurant, Bar & Lounge, and David Burke @ Bloomingdale's in New York, David Burke Fromagerie in his home state of New Jersey and David Burke's Primehouse in Chicago. He is a chef who works with different partners on each project, and keeps his ideas flowing. David's product lines include his sweet and savory gourmet pops, David Burke Flavor Sprays and Flavor Magic cooking sheets, pastrami salmon, DB salt (not to be confused with that other DB, Daniel Boulud), and his line of packaging for fast food, burke-in-a-box, which would no doubt be a great hit for those who don't want to leave their slot machines to eat.
 His latest restaurant, David Burke Las Vegas, is a partnership between David and e-brands, a multi-concept, multi-restaurant group headed up by veteran restaurateur Rashid Choufani.
Super Chef asked Rashid about the new venture:
Super Chef: Why did you decide to collaborate with David Burke?
Rashid Choufani: He is one of the most creative chefs we have in America. He has great products and great ideas. I feel comfortable doing two or three more units with David. He is a professional. He is good for our company. I can tell you we are starting to explore with David, perhaps David Burke Steak Houses. We first have to get this one up and running.
Super Chef: Is this your first celebrity chef restaurant?
Rashid Choufani: No, this is the second signature chef we are working with. My company is a multi-concept operation. We have several concepts we are developing ourselves. I have been in the restaurant business for over 40 years. I want one division with celebrity chefs, but we will not only focus on signature chefs. We have fine dining to casual dining. Our check averages spread way beyond $100 to below $18. We are doing well in all areas.
Super Chef: How did this deal come about?
Rashid Choufani: We operate Aquaknox at the Venetian. It was a big hit -- small as we are, we did a great job. Our restaurant is doing really well; it is very popular among high-end people. The Venetian wanted to explore adding another signature chef. They went to see David Burke. They said: "We would like to have you at the Venetian." They told him that, "We would like e-brand to operate." I am very easy to work with, I let him do what he does best, and he lets me do what I do best. I understand a chef's ego: as long as he delivers, I do not interfere. I hire strong people, sommeliers, general managers, and floor people. We agree on this. The chemistry is working.
Super Chef: How is the deal structured?
Rashid Choufani: The deal is that he has to appear as often as possible. We are partners, we are full partners, and we are not hiring him for his name. He has to be involved. The menu is his, the kitchen staff is his, and we manage the whole operation. The company that owns the David Burke restaurant is DBEB. We are renting – it's flat rent. There was a restaurant; we purchase the Royal Star's lease. We spent over $5 million to upgrade the space.
Super Chef: Do you have plans to grow further in Las Vegas?
Rashid Choufani: We would like to grow in Las Vegas, we have a solid division in here, and we would like to explore growing in hotels. It is a very comfortable situation – you have a captive audience. However, we have many restaurants in our portfolio that would fit into any neighborhood; casual restaurants and cafes.
Super Chef: Is Las Vegas getting too crowded with restaurants?
Rashid Choufani: There is enough demand. Vegas has a tremendous captive audience, because of gambling, the high-end hotels. It is not as competitive as the beginning but I believe there is some room for others.
Paul Bocuse raised me in this business. I am a judge at the Bocuse D'Or. I am against absentee chefs. I won't sign a deal with just any celebrity chef. At Paul Bocuse's birthday recently, there were 300 top chefs. Many of them came to me and said, "Raschid, take me to America." They think it's easy to come, and then disappear back to France. I am an operator. I want David Burke to be present, he will be cooking, and I want him in the restaurant. Guy Savoy opened here. How much is he going to be here? What about Joel Robuchon or Alain Ducasse? It becomes a little like when Planet Hollywood opened. First, there are all these celebrities, but then all you see are the pictures on the wall. That does not hold up. It has no legs. I want people to come, and once in a while, they will find David Burke.  David Burke will have to be Mr. Incredible to meet the growing obligations of his expanding empire. That's why Super Chef calls such chefs "super": they have an amazing capacity to work hard, sleep little, and juggle an increasing number of hats.
Previous articles:
David Burke: New American Classics
Branding: Todd English, Beer Gourmet
Todd English: Flavor Perfections
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