Shouty, sweary, employment-tribunal-waiting-to-happen-y TV chef Gordon Ramsay is on the rampage. Hot on the heels of announcing he’s opening a swathe of recession-defying new restaurants across the country, the Ramsay empire is now planting the flag at the heart of the establishment… welcome to Harrods.
The genteel department store, known for selling polo ponies to princes, sapphires to sheiks and odd and sods to oligarchs, is about to open itself up to the blunt brash bruiser that is Ramsay, and his burger brand Gordon Ramsay Burger.
The telly chef first opened Gordon Ramsay Burger in Las Vegas last year, and given there’s probably nowhere in the UK with nearly as much bling and gold leaf as in Harrods, the transition was something of a no-brainer.
The concept is to create ‘stunningly crafted burgers’ and serve them with ‘flavoursome sides’ (in other words, it’s a burger restaurant). He promises ‘crispy fries, secret sauces and thick, silky shakes’, which is all pretty mouth-watering.
Shouty, sweary, employment-tribunal-waiting-to-happen-y TV chef Gordon Ramsay is on the rampage...
The menu at the Vegas incarnation at Caesar’s Palace includes the Hell’s Kitchen Burger (which is asadero cheese, roasted jalapenos, avocado, roasted tomatoes with jalapeno aioli) and the Farmhouse Burger (Dubliner cheese, bacon and a fried egg).
And if anyone can pull it off, it’s Ramsay. The Michelin starred entrepreneur is expanding in the face of a major downturn and has weathered previous recessions while growing his brand and his reach.
Ramsay will hit Knightsbridge in the next few months, though the date is still being listed as ‘coming soon’.