With its vast archive of recipes and huge reach, it was probably was only a matter of time before the Food Network dipped into restaurant business. NBC News visited the network’s first venture—Food Network Kitchen at the Fort Lauderdale-Hollywood International Airport in South Florida in the JetBlue terminal—and found it surprisingly free of celeb-chef associations.

The menu is based on recipes developed for the Food Network, with selections honoring the surroundings: a Florida shrimp po’boy, a salmon burger with Key lime mayo, and a Cuban sandwich with café con leche mayo, to name a few. Ingredients used in the dishes are touted as organic and/or sustainable.

Capitalizing on the brand, the network’s stamp can found everywhere one turns; from jelly beans and pretzels to TVs airing—what else—Food Network programming. Since opening on November 8, the restaurant has served about 1,500 customers per day, and there are plans to open a second restaurant at Hartsfield-Jackson Atlanta International Airport by this time next year.

Now, they just have to pray that Pete Wells doesn’t venture south to issue a smackdown.

[via NBC News]