Marco Pierre White is to rebrand his Frankie's Bar and Grill restaurant in Hoylake, on the Wirral, to Marco's New York Italian.
Under its existing guise, the restaurant, which is attached to a Holiday Inn Express, is a joint venture between White and champion jockey, Frankie Dettori.
It will relaunch as Marco's New York Italian on 17 June.
The re-launch follows a 12-month branding exercise with the celebrity chef working alongside a team of experts to evolve the New York Italian concept, which he will run in partnership with hotel and restaurant development company Sanguine Hospitality
White already works with Sanguine on his Steakhouse Bar & Grill chain.
Aldo Bove as restaurant manager to take the helm at the new venture.
White said: "These are exciting times here in Hoylake and we can't wait for our diners to experience what fantastic new things we have to offer. We have listened to our customers and believe we know what they expect from an authentic Italian American restaurant.
"New York Italian is a cuisine which I love whole-heartedly. It celebrates resourcefulness and culinary intervention, and it is those key elements which I have tried to capture when devising the new menu for Marco's New York Italian. I want it to reflect on all the things you have in your mind when you think of Italian American food - vibrant colours, fresh, natural and earthy ingredients, and that no-nonsense ‘street' attitude juxtaposed with years of tradition and real heart.
"We also like to think that it's our emphasis on authenticity that really sets us apart. We want to give people a real flavour of Italian American and a true sense of that unique explosion you get when you fuse ingredients from these two wonderful countries."
The new menu offers a range of Italian and American classics with "primi" dishes such as goat's cheese arancini risotto fritters, garlic and lemon prawns, bruschetta and buffalo mozzarella with avocado. Then there are mouthwatering 28-day matured steaks, BBQ ribs and Marco's special hot dogs. Or you can indulge in delicious pastas, freshly-caught seafood and home-made pizzas.
Matt Knight, general manager of Marco's New York Italian and the adjoining Holiday Inn Express hotel, said: "The re-launch is set to enhance our guest's overall experience and we're really pleased with the new concept. Marco has really taken on board customer comments to create a menu and brand that will keep diners coming back again and again."