Although a respected chef (he was co-founder of Manhattan's award-winning Gramercy Tavern and cooked there for years), Tom Colicchio is known to the general public today mostly from the comfort of their own homes. He has become a TV star as a judge on Top Chef, and has also been a producer of that insanely popular Bravo series and one of its spinoffs, Top Chef Masters. His celebrity has helped him expand his original Craft Restaurantin New York to a total of eight Craft-related establishments in L.A., Dallas, Las Vegas, and the Foxwoods Casino in Connecticut. In addition, his foray into casual dining, the ‘wichcraft sandwich shops, has been wildly successful, and he has just debuted Riverpark, in Manhattan's Kips Bay neighborhood. Less successful, at least from a branding point of view, were his ballyhooed Diet Coke ads — but he is still said to command $80,000 for public appearances.