Bravo’s Emmy, James Beard, and Critics’ Choice Award-winning series returns as Top Chef Season 23 prepares to premiere on March 9. This season, the judges and cheftestants head to the Carolinas, exploring Appalachian ingredients, barbecue traditions, and some of the world’s spiciest peppers. Alongside the culinary journey, Top Chef’s strategic brand partnerships allow viewers to recreate elements of Quickfire and Elimination Challenges in their own kitchens.

Food television has evolved beyond simple competition. While most viewers may never dine at a Michelin-starred restaurant, they are eager to bring elevated flavors and techniques into their everyday cooking. Through carefully selected partnerships, Top Chef empowers home cooks with accessible ingredients and tools, reinforcing the show’s influence both on and off the screen.

For Season 23, the Carolinas serve as more than just a backdrop. Each challenge is rooted in regional culture, history, and community, making authentic partnerships essential to the storytelling. According to NBCUniversal, Top Chef Season 22 became the most-watched season ever on Peacock, demonstrating the show’s growing reach and the appeal of rewatchable, on-demand culinary content.

That sustained engagement is a key reason brand partnerships remain vital to the series. While each season culminates in crowning a winner, fans frequently revisit past episodes, treating the chefs and judges like familiar friends. Food trends may shift, but quality ingredients and smart techniques remain timeless.

Season 23 blends returning and new partners to maintain that balance between familiarity and evolution. Although the iconic blue water bottle may be absent, the refreshed lineup injects new energy into the long-running series.

Speaking about the new partnerships, Kim Faver, SVP of Brand Partnerships at NBCUniversal Advertising & Partnerships, said, “This season’s trip to the Carolinas brings notable regional flavor, culture, and standout brand storytelling. Fans come hungry for the competition, and brands leave with real audience connection and business results. It’s a powerful recipe: premium content, engaged fans, and integrations that feel as authentic as they are effective.”

Top Chef Season 23 partners include Bosch Home Appliances, Cracker Barrel, Duke’s Mayo, Finish Dishwasher Detergent and Additives, Graza Olive Oil, Josh Cellars Wine, Morton Salt, and Talenti Gelato & Sorbetto. While Finish, Josh Cellars, Morton Salt, and Talenti return, the new additions align closely with the Carolinas theme.

Duke’s Mayo, for example, is a Southern staple still made using its original recipe. The Greenville, South Carolina–born brand connects generations through family traditions and unmistakable flavor. Its inclusion in a Quickfire Challenge highlights the ingredient’s versatility and encourages home cooks to see it in a new light.

Another notable partnership is Cracker Barrel. While the restaurant’s recent rebrand sparked mixed reactions, its presence on Top Chef offers an opportunity to reframe the brand through a culinary lens. Although a collaborative menu or specialty dish has not yet been announced, past seasons have shown how such crossovers can drive lasting audience interest.

Beyond partnerships, NBCUniversal continues to expand the show’s reach through internal crossovers. For the first time, Season 23 introduces a sponsored Bravo-sphere crossover, with Southern Charm stars Craig Conover and Madison LeCroy appearing as guest judges in the Cracker Barrel challenge.

Entering its 23rd season, Top Chef demonstrates how to honor its core identity while introducing fresh elements. The heart of the competition remains intact, complemented by new flavors, strategic collaborations, and a renewed appreciation for culinary creativity.