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

Videoing, lifting it, prodding it, and five minutes later they might even eat it! That first approach to the naked eye is crucial, so when you see pictures coming through on your social media, it does push you to be a little more creative and raise the bar a little bit higher.

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.

It's vulgar, coming from where I do, to talk about money.

How many restaurants do we know across the world that customers visit once and once only?

You don't come into cooking to get rich.

I hid myself in food.