I still love football, though, and I think cooking is like football. It's not a job, it's a passion. When you become good at it, it's a dream job and financially you need never to worry. Ever.

Cooking is about passion, so it may look slightly temperamental in a way that it's too assertive to the naked eye.

That's the problem. Anyone can go and buy a restaurant. I want to be at that f - ing dinner party where they say, "Hey, Bill, your food's great. You should buy yourself a restaurant." That's not right. Taking it less personally.

It has always stood for f***ing great food.

The essence of Reality TV is all about drama. So, I think bringing pressure is healthy whether it's a professional chef or a domestic chef. Because the only way ever to really identify the true purpose of how good they are is submerging them under pressure. So I say it's no different than a live football game because it's about the intensity.

I am a chef who happens to appear on the telly, that's it.

We launched it in the London branch - phenomenal sausages, incredible eggs, homemade baked beans, black pudding - and it's something I wanted to bring to Dubai.