It's learning your craft and understanding what it takes to survive in this industry. On the back of exposure from TV to books to Rachel Ray to Martha Stewart, the customer's integrity is far greater than every before. As a nation, just like the U.K., we don't complain enough. The more we complain in this country the better our restaurants will be.

Being assertive and somewhat really firm has to be backed up with being fair.

As a soccer player, I wanted an FA Cup winner's medal. As an actor you want an Oscar. As a chef it's three-Michelin's stars, there's no greater than that. So pushing yourself to the extreme creates a lot of pressure and a lot of excitement, and more importantly, it shows on the plate.

One thing I can't afford to get sucked up in is the trend formation of restaurants here. I've invested heavily. We have a ten-year lease. More importantly, the style, the feel and the décor of the dining room is vibrant.

We outsmarted ourselves and raised the bar even higher, I think.

The thing is, I can teach. I can teach bloody well. So few chefs have that level of generosity. I demand a lot, a f***ing hell of a lot, but I give a lot back.

Here, in L.A., trust me, there will be fireworks from the canapés right through to the desserts.