New look, new show!
Guy Fieri is set to host a new show on the Food Network following his dramatic transformation.
The Food Network announced on Thursday, January 29, that Fieri, 58, will front Flavortown Food Fight, per People. The new food competition series will premiere on Wednesday, March 4.
“Long referred to but never before seen, the mythical and delicious Flavortown will be the setting for this multi-round, culinary competition,” the press release read.
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The competition will see chefs face off against each other in three rounds, putting their culinary skills to the ultimate test in food challenges inspired by Fieri’s “Flavortown.”
“For the first time in television history, we’re opening the gates of Flavortown and inviting some of America’s most talented chefs to showcase their skills in a never-ending list of off-the-hook restaurants that you’ll only find here,” Fieri said in a statement, per People. “We’ve been building out this universe for years and I’m stoked to finally invite everybody in!”
Fieri is no stranger to TV, and counts Diners, Drive-ins, and Dives among one of his most famous shows. The term “Flavortown” originates from this show.
The celebrity chef has been involved with the Food Network since 2006, winning the second season of The Next Food Network Star and launching Guy’s Big Bite in the same year.
Fieri is also known for shows such as Guy’s Grocery Games, Ace of Cakes, Rachael vs. Guy: Celebrity Cook-Off and Tournament of Champions.
The announcement of Fieri’s new show comes after the chef debuted a dramatic “new look” for his birthday via Instagram earlier this month.
In a post shared via Instagram on January 22, Fieri looked remarkably different with a shaved goatee. He also ditched his famous spiky blond hair for a sleek brunette look and wore a blue gingham button-up, a brown belt and khakis rather than his trademark casual look.
“Hey there! After so many years of celebrating my birthday as Guy, I figured this year I’d celebrate it as JustaGuy. Happy birthday to me!” he said in a video of himself blowing out birthday candles. In the caption, Fieri added, “New Year. New Guy. New Look.”
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Fieri spoke to People on January 26 about his dramatic new look, which he explained was for an upcoming Super Bowl commercial.
“If you’re going to go big, go big,” he told the outlet.
The chef revealed that even those closest to him didn’t initially recognize him while he was sporting the fresh-faced appearance.
Fieri said, “I sent the picture to my mom and she said, ‘Who is that?’ She said, ‘It really looks a lot like you, but I know it’s not you.’ I said, ‘Mom, that’s me.’”
He added that even his wife, Lori Fieri, was left shocked by the transformation.
“She’d look at me and go, ‘Oh — it’s you. I didn’t even know it was you,’” he shared.
The commercial featuring Fieri is set to air during the Super Bowl on February 8.
“If there aren’t about 10 seconds where people say, ‘Is that really him?’ then I’ll be 100 percent wrong. But I won’t be,” Fieri said. “Be prepared for the Super Bowl commercial. You’re not ready.”
