Comment for Evening Standard on Gordon Ramsey's new Bread Street Restaurant

London Restaurateurs should be warmly welcoming Gordon Ramsey’s new Bread Street Restaurant. Firstly, it sets a price expectation for the middle market restaurant above the competition allowing Mr. Ramsey to enjoy the rush of early visitors and farm profits from next years expected income in the Olympics year. Secondly, it anticipates the deep discounting after his honeymoon period; Mr. Ramsey has already used this in his other restaurants. Thirdly, this is a destination restaurant built to stimulate visually, so he accepts that he is unable to sustain customers with just food alone. Lastly, Mr. Ramsey has failed to capitalise on his simple, replicable and manageable concept of Maize Grill. Existing chain restaurateurs can sleep well tonight.