Mercedes-Benz USA  proudly announced that they once again partnered with The James Beard Foundation, for the third consecutive year, to sponsor the Best New Restaurant Award.  This year, the award was presented to the restaurant, Next in Chicago. The award was given out last night at the annual James Beard Foundation Awards ceremony at Lincoln Center’s Avery Fisher Hall in New York City.

Celebrating the lifestyle of the Mercedes-Benz driver, MBUSA joined forces with the James Beard Foundation in 2010 to join their efforts to preserve and celebrate America’s culinary heritage and connect the understanding of culinary innovation with automotive innovation.

“The Mercedes-Benz brand is synonymous with automotive excellence,” said Bernhard Glaser, vice president of Marketing, Mercedes-Benz USA. “Our owners also enjoy fine dining experiences from the best chefs and restaurants across the U.S, and our relationship with James Beard underscores this connection. We are thrilled to present the Best New Restaurant Award to Chef and Owner Grant Achatz and Next.”

As described by the foundation, the Best New Restaurant Award, given to Grant Achatz of Next, recognizes a new restaurant (opened in 2011), that consistently displays excellence in food, beverage and service, and is likely to have a significant impact on the food industry in the years to come.  Unlike an a la carte restaurant with many walk-in customers and dozens of menu items, Next is creating a truly unique dining experience for its patrons by selling tickets.  As part of the sponsorship, MBUSA will seek to create highly customized programming, engaging consumers and incorporating this year’s winner throughout the year.

The James Beard Foundation and Mercedes-Benz USA (MBUSA) embarked on a multi-year partnership announcing Marea in New York City as the Best New Restaurant in the U.S. at the prestigious James Beard Foundation Awards 2010. Described as the “Oscars” of the food world, the James Beard Foundation Awards bestows the highest honors on chefs and restaurants in America. Owned and operated by chef Michael White and restaurateur Chris Cannon, Marea displays excellence in food, beverage, and service and is expected to have a significant impact on the industry for years to come.

Sharing the same commitment to heritage and excellence makes Mercedes-Benz and the James Beard Foundation a natural fit. As the inventor of the automobile, Mercedes-Benz is synonymous with automotive excellence with a long legacy of advancements in vehicle technology from safety to design.

Under its partnership with the James Beard Foundation, MBUSA is developing a program of activity designed to bring greater value to its customers and celebrate excellence in cooking. Scheduled activities include the offer of a Friend membership to all Mercedes-Benz owners and a $75 James Beard House dining certificate, as well as special promotional offers, such as a 15 percent discount at the James Beard House in New York City during the month of May.

“We’re very pleased to support the James Beard Foundation in recognizing the top chefs and restaurants in the country,” said Stephen Cannon, vice president of marketing for Mercedes-Benz USA. “For well over a century, the Mercedes-Benz brand has brought forward the best of the best in pursuit of delivering to our customers the epitome of the ownership experience. That commitment is mirrored in the dedication and effort these top chefs and restaurants strive for with their own customers.”

“For more than a century, Mercedes-Benz has represented the finest quality and taste around the world,” said Susan Ungaro, president of the James Beard Foundation. “We are proud to partner with a company that truly appreciates extraordinary American cuisine and emerging talent in the restaurant industry.”

In addition to the announcement of The Best New Restaurant, Mercedes-Benz USA will also support the James Beard Foundation Celebrity Chef Tour, a yearlong series showcasing America’s most innovative culinary talent throughout 22 cities across the US and on the James Beard Foundation’s Chef and Champagne event, an annual tasting that honors a culinary icon and features more than 30 celebrated chefs.

ABOUT THE JAMES BEARD FOUNDATION

Founded in 1986, the James Beard Foundation is dedicated to celebrating, preserving, and nurturing America’s culinary heritage and diversity in order to elevate the appreciation of our culinary excellence. A cookbook author and teacher with an encyclopedic knowledge about food, James Beard, who died in 1985, was a champion of American cuisine. He helped educate and mentor generations of professional chefs and food enthusiasts. Today, the Beard Foundation continues in the same spirit by administering a number of diverse programs that include educational initiatives, food industry awards, scholarships to culinary schools, and publications, and by maintaining the historic James Beard House in New York City’s Greenwich Village as a “performance space” for visiting chefs.

The Mercedes-Benz Museum will be opening its restaurant doors early in May for car lovers and foodies alike. For anyone looking to relax and enjoy an evening in May against the fascinating backdrop of the Mercedes-Benz Museum will be able to take advantage of the chef’s weekly specials at the Happy Hour, which takes place daily between 5:00 p.m. and 6:30 p.m. In addition to the Happy Hour, hot meals will be served until 9:30 p.m. from Thursday to Saturday, and the bar will remain open until 11:00 p.m.

Before deciding how to spend their evening, visitors can enjoy a guided tour of the exhibition starting at 6:45 p.m. Diners visiting the restaurant will also benefit from free parking in the museum car park beginning at 7.00 p.m.

In addition to the regular menu, each week the restaurant will feature a particular special dish. In the first week of May the theme will revolve around asparagus and strawberries. These themed ingredients will inspire all dishes, from the 3-course menu to the dessert buffet. A particular highlight will be the live praline-making session with confectioner Ludwig Heer.

The second week will be dedicated to healthy summer dishes to invigorate both body and soul, while the third week will feature delights from the grill on the terrace. In the final week, the programme for the month of May will be rounded off with seafood specialities as well as a wine-tasting bar.

It is recommended that reservations are made through the Mercedes-Benz Classic Customer Center on telephone number +49 (0)7 11 / 17 – 30 000, or online at www.mercedes-benz-classic.com.