NBC's upcoming reality competition America's Next Great Restaurant gives contestants a chance to pitch their restaurant ideas to celebrity judges who will actually invest in the winner's concept.
In these clip below, hosts Bobby Flay, Curtis Stone, Lorena Garcia, and Steve Ells give us a little bit of an idea of what they're looking for in a winning concept: a "balance between the right personality, the right concept, the right kind of food, and a business model." We also see a new concept that hasn't been previewed before: SoupZ, which sells, you know, soup. But with a "z."
Video: Looking for a Billion-Dollar Concept