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Gordon Ramsay to open 10 more pubs next year

Published:  23 July, 2008

UK: Celebrity chef to build on success of London pubs

Gordon Ramsay aims to quadruple his growing pub empire next year, with plans for 10 more pubs.

The star of TV shows The F Word and Kitchen Nightmares believes the success of his first pub venture, the Narrow, in Limehouse, London, can be repeated at more pubs.

The Narrow saw Ramsay adapt his cooking style to the pub food market with dishes such as pork pie with homemade piccalilli, and hake and chips.

Gordon Ramsay Holdings has already acquired two more pubs, the Warrington in Maida Vale and the Devonshire House in Chiswick, both of which are set to open before the end of the year.

Speaking at a press event to launch his new marketing campaign for Gordon's gin, Ramsay said: "After the Warrington and the Devonshire, we're looking at 10 more pubs during 2008."

He added that the experience of running a pub "has been a real eye opener." The secret, he believes, is to focus on simple food of high quailty. "If it's a steak pie, it has to be very best steak pie."

The link-up with Diageo's flagship gin brand, building on Gordon's sponsorship of Kitchen Nightmares, has seen Ramsay create a DVD showing how to prepare and serve the perfect gin & tonic.

This will be followed up with a mystery visit programme targeting 6,000 pubs. Bar staff serving a gin & tonic properly will win a 20 cash prize on the spot.