K7 Media sat down with Masterchef US judge Joe Bastianich at MIPCOM to learn more about his latest show format, Restaurant Startup, which made its international sales debut in Cannes.

Bastianich opened his first restaurant, Becco, in 1993 and currently owns over 20 food businesses including vineyards in Italy and restaurants across America and Asia.

In the show, Bastianich and fellow foodie investor Tim Love hear pitches from two prospective restaurant owners, before deciding which businesses will benefit from their cash and experience. The winning team then has just 36 hours and $7500 to refine their proposal, from the menu through to the corporate branding, to the satisfaction of the hosts.

The first season of the show finished airing in August 2014 and proved to be a ratings winner, more than doubling CNBC’s year-on-year slot average among the key 18-49 demographic. A second season of ten episodes is due to launch in January 2015.

Food formats were as popular as ever at MIPCOM, but where Restaurant Startup stands out is in its emphasis on the social, economic and cultural nature of restaurants themselves, as well as the all-important food itself. Restaurant Startup is produced and distributed by Shine.