Excellent cooking combined with a memorable social and sensual experience has always been Keller's goal. Keller explains: "Food is a serious business but we also want our clients to spend a pleasant moment eating." In 2005, Keller's restaurant Per Se was awarded three stars by the American edition of the Michelin Guide and in 2006, three additional stars were awarded to his French restaurant, The French Laundry. Eyvind Hellstrom, president of the Bocuse d'Or Europe, commented on his decision to appoint Keller: "The choice of Thomas Keller as the President of Honour for the Bocuse d'Or Europe became obvious to us, as soon as we decided to appoint a non European chef. "Chef Keller is a new symbol of American cuisine. He draws his inspiration from Europe, and France in particular, but is established in the United States. Today, he represents the very best in American cuisine." This year's jury will be composed of chefs throughout Europe including Brian Turner, representing the United Kingdom, Anne-Sophie PIC, France, Pierre Wynants, Belgium and Bent Stiansen, Norway. The competition will be taking place on 1 and 2 July at Stavanger, Norway.