Pretend for a moment you're chef de cuisine at one of Michael Mina's 22 restaurants and want to add something to the menu. You must first face the "Recipe Exchange."
Photo by Brandon David Demonbreun Michael Mina: Strip star.
You conceptualize, execute, and sell the dish as a special for three days. Still like it? Good. Next, you upload a picture of it, the recipe (with measurements in grams), and its financial performance to the Mina Group's internal network, which is already abuzz with more than 32,000 recipes and 3,000 videos.
Then Mina, an Egyptian-born chef who built a culinary empire with partner and once-mulleted tennis legend Andre Agassi, sends his endorsement or changes. You have one week to produce an instructional video that the chef or any of his lieutenants can follow. It's then analyzed, scrutinized, tasted, and tinkered with until Mina and his most trusted advisers give it a nod or the ax.More »