You remember that vibe. 2011. Bravo was hitting its stride with the "Real Housewives" and "Top Chef," but then this show popped up that felt... different. It wasn't just about a kitchen or some petty drama in a mansion. It was Chef Roblé & Co, and it basically predicted the entire "vibey catering" aesthetic we see on Instagram today. Roblé Ali wasn't just some guy in a white coat. He was cool. He was Brooklyn. He was making food for Vanessa Williams and John Legend while trying to manage a team that was, honestly, kind of a mess sometimes.
It's been over a decade since the show first aired. People still search for it. Why? Because it felt real. It wasn't polished to death like modern food TV. You saw the sweat. You saw the "we ran out of ice" panic. You saw the high-stakes catering world of New York City before everyone had a smartphone in their hand at every party.
The Reality of Running Chef Roblé & Co
The show followed Roblé Ali as he launched his catering company, Roblé & Co., alongside his sister, Jasmine. That sibling dynamic was the heartbeat of the show. If you’ve ever worked with family, you know it’s a recipe for either brilliant success or a total meltdown. Most of the time, it was a bit of both. Jasmine was the backbone—the one handling the "Co." part of the business—while Roblé was the creative engine.
They weren't just doing weddings. They were doing "events." Big ones.
Think about the pressure. One episode you're catering a party for a high-profile socialite, and the next you're trying to figure out how to cook a five-star meal in a kitchen that's basically a closet. The show captured that specific New York hustle. It wasn't about the glamour; it was about the problem-solving.
Why the show stood out (and why it disappeared)
Most Bravo shows rely on manufactured conflict. With Chef Roblé & Co, the conflict was built-in. Catering is high-stress. It’s a logistics nightmare. When a server shows up late or the salmon isn't fresh, that’s real drama. You don't need a script for that.
The show lasted two seasons. Then, it just kinda... stopped.
There wasn't a big scandal. No massive falling out that made the news. It was the classic reality TV trap: production costs versus ratings. But while the show ended, Roblé didn't go anywhere. He proved that he wasn't just a "TV chef." He was a businessman who happened to be on TV.
Beyond the Bravo Cameras: What Roblé Did Next
If you think Roblé Ali faded into obscurity after the cameras stopped rolling, you haven't been paying attention. He didn't just stay in the kitchen. He branched out in ways most chefs wouldn't dare.
- Fragrance? Yes, really. In a move that surprised everyone, he launched "CLIQUE by Roblé." It was marketed as a "fragrance for foodies." It had notes of blood orange, wild jasmine, and even a hint of salt. It sounds wild, but it actually worked. He wanted to bridge the gap between scent and taste.
- Streets BK. He opened a restaurant in Brooklyn. It focused on global street food. It was a physical manifestation of his travels and his palate.
- Social Impact. He’s been vocal about the industry, about being a Black chef in a space that often ignores minority talent, and about the sheer grind of the culinary world.
Roblé became a consultant. He became a personality. He stayed relevant because he has taste. Not just in food, but in culture. You see him at fashion week. You see him at Art Basel. He understood that being a modern chef is about brand, not just a signature dish.
The Team: Where are they now?
Jasmine Ali was the fan favorite for a reason. Her "no-nonsense" attitude kept the show grounded. Since the show, she’s stayed largely out of the reality TV spotlight, focusing on her own life and career, but the bond between the siblings remains a point of interest for fans.
Then there was the revolving door of staff. Some were great. Some were... let’s just say they were better suited for television than for a professional kitchen. That's the nature of the beast. Catering attracts eclectic personalities.
The Misconceptions About Celebrity Catering
People think catering for celebrities is all about the "thank yous" and the photos. Honestly? It's usually the opposite. Chef Roblé & Co showed the reality: celebrities are often the easiest part. It’s their assistants, their planners, and their "people" who make life difficult.
When Roblé was tasked with a "Bollywood" themed party or a high-end fashion launch, the expectations were through the roof. There’s no room for error. If the food is five minutes late, the schedule for the entire night is ruined.
He managed it with a level of calm that most people would lack. He had this "cool under pressure" vibe that made him the perfect protagonist for a show like this.
Why we won't see a Season 3 (and why that's okay)
The landscape of TV has changed. We’ve moved away from the "process" shows like Chef Roblé & Co and toward high-octane drama or competition-style cooking. A show that just follows a business growing? It’s almost too pure for modern cable TV.
But the legacy of the show lives on in how we consume food media now. Every "Day in the Life" video from a caterer on TikTok owes a little bit of its DNA to Roblé. He showed that the "back of house" was just as interesting as the "front of house."
Actionable Insights for Aspiring Culinary Entrepreneurs
If you watched the show and thought, "I want to do that," there are some very real lessons you can pull from Roblé's journey. It’s not all flash and fragrances.
Logistics is King
You can be the best cook in the world, but if you can't transport 200 hot plates across Manhattan in traffic, you're not a caterer. Roblé’s success came from his ability to adapt to environments that were never meant for cooking.
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Brand is Everything
Roblé didn't just sell food. He sold a lifestyle. He dressed well. He hung out with interesting people. He made "Roblé" a name people wanted at their party. In today’s economy, you are the product as much as your service is.
Diversify Your Income
The restaurant business is notoriously fickle. Margins are razor-thin. By launching a fragrance, doing brand deals, and staying active on social media, Roblé protected himself from the volatility of the kitchen.
Family Business is Hard
If you're going to work with family, you need clear boundaries. Jasmine and Roblé had them—mostly. You need someone who can tell you "no" when your creative ideas get too expensive.
The Verdict on the Legacy
Chef Roblé & Co was a snapshot of a specific time in New York. It was pre-gentrification-peak, pre-Instagram-dominance. It was raw. It was stylish. It was authentically Brooklyn.
Roblé Ali proved that you can use reality TV as a springboard without letting it define you. He didn't become a "reality star"; he remained a chef who used a platform to build an empire. Whether he’s cooking for a private client or launching a new project, the "Co." part of his life—the community, the team, the hustle—is what keeps him moving forward.
If you're looking to follow in his footsteps, start by mastering the basics of service. The food is the entry fee. The service and the brand are what keep you in the game.
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To really understand the impact, you have to look at the "Co." not as a company, but as a philosophy. Surround yourself with people who can execute your vision, even when the stove breaks and the client is screaming. That's the Roblé way.
Next Steps for Your Culinary Brand:
- Audit your logistics: Before taking on a big event, do a dry run of the transport. This is where 90% of catering jobs fail.
- Define your "Vibe": What makes your food different? Is it the presentation? The music? The "cool factor"? Roblé won because he had a specific aesthetic.
- Build your "Jasmine": Find a partner who handles the operations so you can focus on the creativity. You cannot do both at a high level simultaneously.