Actor and comedian B.J. Novak, known for his role in "The Office," has launched a new culinary venture called Chain, a pop-up restaurant in Los Angeles that draws inspiration from fast-food nostalgia. The concept aims to elevate and reimagine popular restaurant and snack foods from people's childhoods.
Chain is currently operating at Topanga Social inside Westfield Topanga in Canoga Park, California. The pop-up brings together acclaimed chefs, major food brands, and unexpected collaborations. Chief Creative Officer Nicholas Kraft stated that the core idea behind Chain is to take familiar food items and present them in a novel way.
"All of this pop cuisine is stuff that we love," Kraft said. "It’s fun to get to play in that world and sort of reimagine and create things that are familiar but are a little unusual."
The lineup features chefs such as Roy Choi, Mei Lin, Calvin Eng, and Mason Hereford, each contributing their unique takes on classic favorites. Choi's menu includes a Charred Chicken Teriyaki Bowl, while Lin offers a Mapo Wagyu Cruncho Perfecto, inspired by the Taco Bell Crunchwrap. Eng presents a Crispy Cantonese Fishwich, a riff on the Filet-O-Fish, and Hereford serves up a Spicy Chicken Chainwich.
According to Kraft, the inspiration for Chain stems from Novak's observation that "chain restaurant food was secretly everyone’s favorite," and that even renowned chefs often have fond nostalgic connections to fast food and chain restaurants.
Chain operates with a dynamic concept, featuring rotating collaborations, limited-time menu items, and merchandise. Previous iterations of Chain have included unique items like an Arby's-inspired outfit crafted from restaurant napkins and a Dave & Buster’s bag designed to resemble a claw machine. Celebrities such as Chrissy Teigen have been photographed with these conceptual items.
The concept initially began as a small pop-up in a parking lot, eventually expanding to larger events and festivals. Kraft mentioned that the first ChainFEST in Hollywood sold approximately 5,000 tickets in a single day.
The current residency at Topanga Social offers patrons a more consistent experience compared to the earlier, sold-out pop-up events. Kraft reported that the response to the current iteration has been "overwhelmingly positive," as Chain continues to transform shared food memories into novel culinary creations.
