Gordon Ramsay’s “F” Class, Absofuckinglutely Michelin Starred

gordon ramsay F everything-pr

Gordon Ramsay’s official website is nothing like the man we watch on TV, cursing and yelling every other minute. The website is definitely a work of class, stylish and worthy of a Michelin starred chef. Too bad that the man behind the business doesn’t exhibit the same class as his PR workers, who strive to paint an image for the posh. If you read the man’s biography you are awed by his accomplishments; by how many restaurants he runs; by how many Michelin stars he earned (16); and by the many, many accolades received during his career. This is a chef acclaimed by the whole world, and adulated by all aspiring young chefs I’ve ever met, from Nyhavns Færgekro’s Agata Krajewska in Copenhagen, to the local German aspirants.

But if the same man appears on public television, well… lock your youngsters in their rooms, for you will have a big surprise. The man on the screen cannot possibly be the same who runs the only three Michelin starred restaurant in London! The TV star is a man with no respect for the English language, whose epithets are coarse (revolving around stools and intercourse) and whose attitude towards those who have to learn from him is aggressive and disrespectful.

Despite the attitude, Ramsay retains an amazing fan club, faithful employees and the undisputed respect of his colleagues (although some still swear that he is “a really second-rate human being.” The general impression of Midas in disguise, pales at the rise of the most recent news, from New York: “Gordon Ramsay has had to abandon his dreams of conquering New York, quietly selling off his flagship foreign restaurant after three years of money problems.” – The Telegraph reports. Maybe for the New Yorkers manners and language matter more than Ramsay’s culinary genius? And from the same report we learn that:

New York Post restaurant critic Steve Cuozzo wrote that Ramsay was “once a great chef. Then he became a great businessman. Today he’s more like a great big clown – with daily headline embarrassments of one sort or another – from a blabbering ex-mistress to an infantile feud with Mario Batali [co-owner of one of New York’s most successful restaurants].”

I admire Ramsay a great deal, but I am still puzzled by his success. Don’t take this wrong, I have no doubts that the man is a culinary genius. But as far as choosing to dine in one of the venues he runs… I think I’ll pass, regardless what culinary delight I might be missing. And apparently I am not the only one…

“… half of the 20 restaurants taken on by Ramsay in the US have closed. A further 12 out of 22 eateries in the UK that received the Ramsay treatment, over five series of the show, have now either shut or been sold.”

So what’s the problem, in the end? A matter of PR, a matter of bad PR. The website, dust in the eyes of the believers, presenting a fantasy creature, a sophisticated human being who cooks. Well, the truth is in the video above, and in the DUI and gross indecency accusations collected in his private life. He is the human being you see in the video, so why are his PRs trying to sell a golden polished image? The change has to start with the man: a bit more class, more human decency, some respect for the audience for Tammuz’s sake!

May we humbly suggest he may be well served by hiring a PR Agency – among those for his ilk Everything PR recommends would be Baltz PR (for a foodie need), New York City classic agencies like Kaplow PR or Alison Brod PR or perhaps even Zeno Group or Hunter PR.

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Comments

  1. Mihaela Lica says

    Hi James, welcome and thank you very much for this eloquent comment. To be frank, I’d probably curse too if I saw kitchens like the ones Gordon finds in his rescue missions, however, I wouldn’t do it in front of the camera. Believe me, I worked 7 years in the military, I heard and said worse than him (nothing compares to Romanian curses, btw), but there’s a time and a place for everything. I am sure Gordon can do his job without the curses. I watch him a lot, and I saw him also being kind and respectful (I had to pinch myself to be sure I was not dreaming). The bad attitude is the only thing that diminishes his image in my opinion. The man is genius in the kitchen, a true artist, I know. He should act like one.

  2. James says

    Regardless of his liking for colourful language, the fact that he’s sold out/isn’t really a chef anymore and has in the past treated his employees like s**t, he’s still an exceptional man. Whilst he’s had a bit of good fortune along the way (rich father-in-law, being in the right place at the right time), you really can’t deny his talent, his determination/doggedness and the fact that he’s an extremely charismatic/funny man (his sardonic delivery in that video is pretty funny if I’m honest). Ramsay has a right to be arrogant…he’s got 16 Michelin stars!! Plus, the guy had a 3 starred Michelin restaurant by the time he was 33! Talk about dedication and graft! I feel somewhat inadequate in comparison.

    People often talk about his coarseness of language and his lack of eloquence. However, if you take away his swearwords, his spoken English is assured, articulate and most importantly concise. He always gets his point across and uses few if any vocal stabilisers (errm, umm etc). And that’s why he’s perfect for TV.

    I agree with a lot of people who state that he’s not really a chef anymore. When he was filming Boiling Point etc, he was still massively involved in the kitchen. Obviously he can’t now with all his international commitments/TV appearances but can you really blame him? If you’re on TV, you’re secure for life. Jamie Oliver is a prime example of this.

    Moreover, on Kitchen Nightmares, he often deals with people who could f*ck up a cup of coffee. They have no business being a chef (like the guy in this video) or running a restaurant. Most of the people he deals with are bereft of basic common sense…it would p*ss me off too!

    At the end of the day, Gordon and his team of researchers can only do so much. Few restaurants in Kitchen Nightmares have a chance of surviving long term. Most of the owners have incurred colossal debts due to gross mismanagement. Even if they do turn it round, it might take them years to break even! Where’s the incentive to continue? Furthermore, most will slip back to the bad habits that made them a complete disaster in the first place (Sebastians in the USA is a prime example)!

  3. Phil Butler says

    I told you he was a butt head. He may be great but one sign of being truly great is a little humility mixed in This man should not have to use such language or be so aggressive. I admire his capability and deplore his tactlessness.

    Your chef

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