Learn Marketing a Chef from Gordon ramsay

Football career

Ramsay played football and was first chosen to play under-14 football at age 12. He was chosen to play for Warwickshire. His football career was marked by a number of injuries, causing him to remark later in life, “Perhaps I was doomed when it came to football”.In mid-1984, Ramsay had a trial with Rangers, the club he supported as a boy. He seriously injured his knee, smashing the cartilage during training.Ramsay continued to train and play on the injured knee, tearing a cruciate ligamentduring a squash game. He never fully recovered from the double injury.

Ramsay has claimed to have played two first team games for Rangers, according to his autobiography Ramsay played “a couple of non-league matches as a trialist” for Rangers and was signed by the club at the age of 15. However, according to Rangers historians, there is no evidence he ever played for the Rangers first-team and he was never a signed player.

Rangers revisited

In series 4, episode 12 of The F Word (originally aired on 29 July 2008), Ramsay visited his old stomping ground at Ibrox, the home playing field of his favourite childhood team, Rangers, and exclaimed, “Home, Sweet Home” and said, “My dream came true when I was spotted in the mid-80s and I joined the youth team here in Ibrox.” He related that one of his fondest memories is playing alongside one of Scotland’s football legends, Ally McCoist, who said about Ramsay, “I remember him well and the one thing that never ever will change is that he’s a competitive so-and-so and wants to do and be the best that he can.” Ramsay recalled that, “the pain of being released on the back of an injury” was only assuaged many years later, “after receiving third Michelin Star”, and concluded that, “without the upset at Ibrox, I would not be the chef I am today.”

Early cooking career

By this time, Ramsay’s interest in cooking had already begun, and rather than be known as “the football player with the gammy knee”, at age 19, Ramsay paid more serious attention to his culinary education. After weighing his options, Ramsay enrolled at North Oxfordshire Technical College, sponsored by the Rotarians, to study Hotel Management. He describes his decision to enter catering college as “an accident, a complete accident”.

In the late 1980s, he worked as a commis chef at the Roxburgh House Hotel, then ran the kitchen and 60-seat dining room at the Wickham Arms, until his sexual relationship with the owner’s wife made the situation difficult. Ramsay then moved to London, where he worked in a series of restaurants until being inspired to work for the temperamental Marco Pierre White at Harveys.

After working at Harveys for two years and ten months, Ramsay, tired of “the rages and the bullying and violence”, decided that the way to further advance his career was to study French cuisine. White discouraged Ramsay from taking a job in Paris, instead encouraging him to work for Albert Roux at Le Gavroche in Mayfair. (While at Le Gavroche, he met Jean-Claude Breton, now his maître d’ at Royal Hospital Road.) After working at Le Gavroche for a year, Albert Roux invited Ramsay to work with him at Hotel Diva, a ski resort in the French Alps, as his number two. From there, Ramsay moved to Paris to work with Guy Savoy and Joël Robuchon, both Michelin-starred chefs. He continued his training in France for three years, before giving in to the physical and mental stress of the kitchens and taking a year to work as a personal chef on the private yacht Idlewild, based in Bermuda.

Head chef

Upon his return to London in 1993, Ramsay was offered the position of head chef at La Tante Claire in Chelsea. Shortly thereafter, Marco White re-entered his life, offering to set him up with a head chef position and 10% share in the Rossmore, owned by White’s business partners. The restaurant was renamed Aubergine and went on to win its first Michelin star fourteen months later. In 1997, Aubergine won its second Michelin star. Despite the restaurant’s success, a dispute with Ramsay’s business owners and Ramsay’s dream of running his own restaurant led to his leaving the partnership in 1997. In 1998, Ramsay opened his own restaurant in Chelsea, Restaurant Gordon Ramsay, with the help of his father-in-law, Chris Hutcheson. The restaurant gained its third Michelin star in 2001, making Ramsay the first Scotsman to achieve that feat.

From his first restaurant, Ramsay’s empire has expanded rapidly, first opening Petrus, where six bankers famously spent over£44,000 on wine during a single meal in 2001, then Amaryllis in Glasgow (which he was later forced to close) and later Gordon Ramsay at Claridge’s. Restaurants at the Dubai Creek and Connaught Hotels followed, the latter branded with hisprotégé, Angela Hartnett’s, name. Ramsay has now begun opening restaurants outside the UK, beginning with Verre in Dubai. Gordon Ramsay at Conrad Tokyo and Cerise by Gordon Ramsay both opened in Tokyo in 2005, and in November 2006, Gordon Ramsay at the London opened in New York City, winning top newcomer in the city’s coveted Zagat guide, despite mixed reviews from professional critics.

In 2007, Ramsay opened his first Irish restaurant, Gordon Ramsay at Powerscourt, at the Ritz-Carlton Hotel in Powerscourt, Co. Wicklow, Ireland. In May 2008 Ramsay opened his first US west coast restaurant, in Los Angeles, California. Situated in the former Bel-Age hotel on the Sunset Strip in West Hollywood, the hotel has been renovated and re-named The London West Hollywood. The restaurant is called Boxwood.

On 9 August 2011 Ramsay opened his first Canadian restaurant in Montreal. Laurier Gordon Ramsay, formerly Rotisserie Laurier BBQ, will continue on with the tradition of BBQ rotissere but with an update Ramsay is known for.

Culinary Awards

Ramsay is one of only four chefs in the UK to maintain three Michelin Stars for his restaurant (the others being Heston Blumenthal, Alain Ducasse and Alain Roux). He was appointed OBE in the 2006 honours list “for services to the hospitality industry”.

In July 2006, Ramsay won the Catey award for “Independent Restaurateur of the Year”, becoming only the third person to have won three Catey awards, the biggest awards of the UK hospitality industry. Ramsay’s two previous Catey awards were in 1995 (Newcomer of the Year) and 2000 (Chef of the Year). The other two triple-winners are Michel Roux, and Jacquie Pern.

In September 2006, he was named as the most influential person in the UK hospitality industry in the annual Caterersearch 100 list, published by Caterer and Hotelkeeper magazine. He overtook Jamie Oliver, who had been top of the list in 2005.

Also in 2006, Ramsay was nominated as a candidate for Rector at the University of St Andrews, but was beaten at the polls by Simon Pepper. Despite a publicity campaign, Ramsay never visited St Andrews and did not appear in press interviews.

Ramsay’s flagship restaurant, Restaurant Gordon Ramsay, was voted London’s top restaurant in food bible Harden’s for eight years, but in 2008 was placed below Petrus, a restaurant run by former protégé Marcus Wareing.

All of Ramsay’s business interests (restaurants, media, consultancy) are held in the company Gordon Ramsay Holdings Limited. Run in partnership with his father-in-law Chris Hutcheson, Ramsay owns a 69% stake valued at £67 million.

Where as previous ventures acted as a combined consultant/brand, in November 2006 Ramsay announced plans to create three restaurants in the United States in partnership with private equity firm Blackstone Group, who are refurbishing each of the chosen hotels into five star locations at a cost of £100 million per hotel. At an investment of £3 million per restaurant for the 10-year lease, all the restaurants offer the chef’s trademark modern European cuisine, and opened in 2006/2007 at:

Gordon Ramsay at the London Hotel in Manhattan, New York, October 2006.
Gordon Ramsay at the Cielo in Boca Raton, Florida
Gordon Ramsay at the London Hotel in West Hollywood, California
Gordon Ramsay at the Mirabelle in London

In late 2006 Gordon Ramsay Holdings purchased three London pubs which he converted into gastropubs. These are: The Narrow in Limehouse, which opened in March 2007, the Devonshire in Chiswick, which opened in October of that year and The Warrington in Maida Vale, which opened in February 2008.

Ramsay acts as a consultant to numerous catering organisations, and was recruited by Singapore Airlines as one of its “International Culinary Panel” consultants.

In May 2008 it was confirmed that Ramsay’s protégé of 15 years, Marcus Wareing was going solo having opened and operated Pétrus at The Berkeley Hotel on behalf of Gordon Ramsay Holdings since 2003. With the name Pétrus owned by Gordon Ramsay Holdings, industry sources suggested it was likely to transfer to another restaurant in the group with the former La Noisette site identified as the most likely. As of June 2009, Gordon Ramsay Holdings is reported to be in severe financial difficulty after a financial audit by accounting firm KPMG.

In April 2010, Jason Atherton, Executive chef of Maze restaurants worldwide resigned to open his own venue in Mayfair.

On 19 October 2010, the company Gordon Ramsay Holdings Limited has announced that Chris Hutcheson has left his position as CEO of Gordon Ramsay Holdings Ltd. No reason was given for his departure, although it has been reported that Hutcheson’s alleged double life, fathering two children with another woman, was behind the split.

Television

Ramsay’s first foray in television was in two fly-on-the-kitchen-wall documentaries: Boiling Point (1998) and Beyond Boiling Point(2000).

Ramsay appeared on series three of Faking It in 2001 helping the prospective chef, a burger flipper named Ed Devlin, learn the trade. This episode won the 2001 BAFTA for “Best Factual TV Moment”.

In 2004, Ramsay appeared in two British television series. Ramsay’s Kitchen Nightmares aired on Channel 4, and saw the chef troubleshooting failing restaurants over a one week period. This series ran its fifth season in 2007. Hell’s Kitchen was a reality show, which aired on ITV1, and saw Ramsay attempt to train ten British celebrities to be chefs, as they ran a restaurant on Brick Lane which opened to the public for the two-week duration of the show.

In May 2005, the FOX network introduced Ramsay to American audiences in a US version of Hell’s Kitchen produced by Granada Entertainment and A. Smith and Co. The show follows a similar premise as the original British series, showcasing Ramsay’s perfectionism and infamous short temper. The show proved to be popular enough with audiences in the United States that, in August 2005, shortly following the Season 1 finale, Hell’s Kitchen was picked up for a second season. The show is currently in its ninth season. In addition, Ramsay had also hosted a US version of Kitchen Nightmares which premiered on FOX 19 September 2007. The show’s second season aired from September 2008 to January 2009; in September 2008, Fox announced that Kitchen Nightmares would return for a third season which aired from January 2010 to May 2010.

Ramsay has presented five series of a food-based magazine programme titled The F-Word; it launched on Channel 4 on 27 October 2005. The show is organised around several key, recurring features, notably a brigade competition, a guest cook competition, a food related investigative report and a series-long project of raising animals to be served in the finale. The guest cook (usually a celebrity) prepares a dish of their own choosing and places it in competition against a similar dish submitted by Ramsay. The dishes are judged by diners who are unaware of who cooked which dish and, if the guest wins (as they have on numerous occasions), their dish is served at Ramsay’s restaurant.

In the first series of The F-Word, Ramsay mockingly named the turkeys he raised:Antony, Ainsley, Jamie, Delia, Gary and Nigella — all in reference to other celebrity chefs. During the second series, Ramsay named the two pigs that he was raising after Trinny Woodall and Susannah Constantine who found the naming highly amusing. In July 2006, Channel 4 announced that it had re-signed Ramsay to an exclusive four-year deal at the network, running until July 2011.During the third series, Ramsay reared lambs that had been selected from a farm in North Wales and he named them after two Welsh celebrities, Charlotte Church and Gavin Henson. The series became one of the highest rated shows aired on Channel 4 each week.During one episode of The F-Word, Ramsay cooked in Doncaster Prison in Marshgate for its inmates. The chef was so impressed by the speed at which a prisoner, Kieron Tarff, chopped vegetables that he offered him a job at his restaurant following his release in 2007.

In 2010, Ramsay served as a producer and judge on the US version of Master Chef.(A second season of the show began in June 2011, again starring Ramsay.) He starred in a travelogue about his visit to India, Gordon’s Great Escape followed by a series set in Asia. He hosted the series Ramsay’s Best Restaurant, which was the first UK series by Ramsay’s own production company, One Potato Two Potato.

Ramsay joined several other celebrity chefs in the 2010 series, The Big Fish Fight, where he, along with fellow chef Jamie Oliverand a few others, spent time on a trawler boat to raise awareness about the discarding of hundreds of thousands of salt water fish.

Guest appearances

In September 2005, Ramsay, along with Jamie Oliver, Heston Blumenthal, Wolfgang Puck and Sanjeev Kapoor, were featured inCNN International’s Quest, in which Richard Quest stepped into the shoes of celebrity chefs.

In 2006, Ramsay took part in a television series for ITV1, following the lead-up to Soccer Aid, a celebrity charity football match, in which he played only the first half, nursing an injury picked up in training. Ramsay captained the Rest of the World XI against an England XI captained by Robbie Williams. However, his involvement was limited after he received a four-inch cut in his calf.

During his second Top Gear appearance, he stated that his current cars are a Ferrari F430 and a Range Rover Sport Supercharged, the latter replacing the Bentley Continental GT he previously owned. On 14 May 2006, he appeared on Top Gear in the “Star in a Reasonably-Priced Car” segment. Ramsay held the top spot on Top Gear’s celebrity leader board, with a lap time of 1.46.38 until overtaken by Simon Cowell.

Ramsay starred in part of a National Blood Service “Give Blood” television advertisement, in which he said that he would have died from a ruptured spleen had it not have been for another person’s blood donation. On 13 October 2006, he was guest host on the first episode of Have I Got News for You’s 32nd series. On 27 December 2007 Ramsay appeared in the Extras Christmas special.

In January 2008, Ramsay also guest featured on Channel 4’s Big Brother: Celebrity Hijack as the Big Brother housemates took part in his Cookalong Live television show. Gordon spoke directly to the Big Brother House via the house plasma screens, regularly checking on the progress of the contestants.

In 2011, during the results show of American Idol, footage of the top 5 contestants taking on a challenge of cooking with Gordon Ramsay was shown. The Top 5 were given 10 minutes to make the best omelets.Pre-prepared meal controversy

On 17 April 2009 it was revealed that Ramsay’s restaurant, Foxtrot Oscar in Chelsea, West London, used pre-prepared food that was heated up and sold with mark-ups of up to 586%. It was also revealed that three of his gastropubs in London did the same thing. A spokeswoman for Gordon Ramsay explained, “Gordon Ramsay chefs prepare components of dishes devised and produced to the highest Gordon Ramsay standards. These are supplied to those kitchens with limited cooking space such as Foxtrot Oscar and Gordon Ramsay’s highly-acclaimed pubs, including the Narrow. These are sealed and transported daily in refrigerated vans and all menu dishes are then cooked in the individual kitchens. This is only for the supply of Foxtrot Oscar and the three pubs and allows each establishment to control the consistency and the quality of the food served.” Reflecting on the controversy in 2010, Ramsay was unapologetic, stating:

“When I was working at the Gavroche all those years ago, the duck terrine wasn’t made there. It was made outside, then brought to the restaurant wrapped in plastic. This is standard practice. What on earth was the fuss about?”

Restaurants

These lists are of restaurants currently or formerly run or owned by Ramsay:

United Kingdom Restaurant Gordon Ramsay at Royal Hospital Road (three Michelin stars), Mark Askew (executive chef), Clare Smyth (head chef)
Pétrus” (two Michelin stars), Marcus Wareing (executive chef) (until 2008)
Gordon Ramsay at Claridge’s, Steve Allen (head chef)
The Boxwood Café at the Berkeley Hotel, Stuart Gillies (executive chef)
Savoy Grill
La Noisette (one Michelin star) Sloane Street (closed)
Maze, (one Michelin star) Jason Atherton (executive chef)
Foxtrot Oscar
Maze Grill, Marriott Hotel in Grosvenor Square
Gordon Ramsay’s Plane Food at London Heathrow Airport Terminal 5
York and Albany located in Ramsay’s first hotel (only 10 rooms), Regents Park, Angela Hartnett (executive chef), opened in July 2008
Murano (one Michelin star), Mayfair, Angela Hartnett (executive chef), opened 2008
Bread Street Kitchen, the newest restaurant at One New Change, London opening September 2011