American Express Canada is turning up the heat on premium dining with the launch of Chef in Residence, designed to bring Cardmembers closer to some of the country’s most talked about chefs. The debut? Montreal’s Formula 1 weekend with Chef Danny Smiles.
The program builds on Amex’s Platinum Dining Experiences, and taps into what premium Cardmembers increasingly want from hospitality: experiences thatfeel exclusive, culturally plugged-in and worth talking about long after the last course. Following the buzz around last year’s collaboration with Smiles and his Montreal hotspot Le Violon, the partnership’s next chapter was an easy call. But Chef in Residence is more than a chef collab with a logo attached. American Express is building what it calls a connected ecosystem of experiences, spanning Maison Amex hospitality moments, curated cocktails, and coveted dinner packages that turn an F1 weekend into a full-on culinary event. Think immersive access over one-off reservations.
“Dining continues to be one of the strongest passion points for our Cardmembers,” says Kimberly Kuzmak, VP of Lifestyle Benefits, Partnerships and Brand at American Express Canada. “Chef in Residence allows us to create longer-form collaborations that feel immersive, unexpected and uniquely American Express.”
And while the launch is rooted in the buzz of Montreal’s Grand Prix weekend, the ambition stretches far beyond one city or one chef. The platform was intentionally designed to scale, with future collaborations expected to spotlight both celebrated chefs and emerging talent across Canada.
For Amex, it’s also part of a broader play to meet a new generation of premium consumers where culture, hospitality and social currency intersect. Because these days, the best table in town isn’t just about what’s on the menu. It’s about access, atmosphere and the story you get to tell after.
As far as brand experiences go, Chef in Residence feels less like sponsorship and more like getting invited into the kitchen.
Photo by MMX Productions
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