Puck will today lobby the Internet Corporation For Assigned Names and Numbers (ICANN) in Sydney hoping to claim the illustrious top level domain (TLD) name which will be one of about 500 new domains released by the Internet administrator.

The new generic TLDs are an initiative of the non-profit ICANN which coordinates Internet Web addresses. Under current rules, approved local registrars hand out addresses in cooperation with ICANN.

Austrian-born Puck, a chef of 45 years, would use .food for online branding to cover his 70 upscale restaurants, 60 cafes, and catering and kitchen goods supply businesses, and the Puck-Lazaroff Charitable Foundation.

"We do a lot of work with underprivileged children, schools and the homeless... if someone wants to be a part of [.food] and they have charitable intentions, then we will consider allowing them," Puck said.

While Puck conceded the application fee was expensive, he refuted the speculated cost of 5 million required to operate a new TLD for the first two years.