A line of people wearing VIP badges waited outside the newest celebrity chef restaurant in Iowa. They wanted photos with the bleach blond fellow with spiky hair, silver VonZipper sunglasses and a sleeve of tattoos snaking up under a black T-shirt. His outfit is complete with ripped black denim jeans, a cluster of silver rings on each hand, and Louis Vuitton high-top sneakers. He clenched an unlit cigar in his mouth.

The Mayor of Flavortown has landed in Iowa.

Guy Fieri, the chef behind “Diners, Drive-Ins and Dives,” previewed his restaurant, Guy Fieri’s Kitchen + Bar, at Harrah’s in Council Bluffs. The location marks his first in Iowa.

Fieri shook hands and met fans Saturday evening in front of a step-and-repeat adorned with his eagle-head logo complete with splayed wings and fire. He patiently signed cookbooks and T-shirts.

Guy Fieri helps Harrah's Council Bluffs celebrate the opening of his restaurant.

“I just got asked a million times, ‘Why did you come to Council Bluffs?’” Fieri said. “The reason is because good people like good food and like to have a good time… When we got told that we had the opportunity to come out here, I said, ‘This is exactly our market. This is exactly the people we want to talk to.’”