Certainly in business terms, considering how thriving the market is. Understanding what people want is essential. We have a team on the ground whose job it is to keep tabs on what's good, whether it's a tapas bar in Barcelona, or an amazing fish and chip shop in Yorkshire.

I'm Gordon Ramsay, for goodness sake: people know I'm volatile.

Chefs don't do ponytails and we shouldn't do them because I guarantee that whenever there's a discovery of hair in the food, it's guaranteed it's from the chef's ponytail.

If you think customers are impatient in New York, wait to you see how impatient they are here in L.A.

We have never done anything in a cynical fake way

A lot of people think that I am only in town when I'm doing the publicity circuit, but I actually come [Bread Street] regularly. I just don't publicise it.

Initially let your food do the talking. You'll be surprised how far you go in a short period of time.