How Chain, B.J. Novak’s New Concept Restaurant, Built a Nostalgia Factory With Hollywood’s Help

During a podcast interview in 2018, actor and foodie B.J. Novak teased an idea he had for a chain-themed restaurant that would, contrary to the fundamental business model of chain restaurants, consist of a single brick-and-mortar location. It would be a nostalgia play, drawing on a collective wistfulness for the menu items and now-kitschy aesthetic […]