Gordon Ramsay has signed an agreement with Gates Hospitality to bring a selection of his restaurant brands to Dubai.
In an exclusive interview with HotelierMiddleEast.com, Gates Hospitality CEO Naim Maadad revealed: "We have secured representation for Gordon Ramsay in the Middle East."
The role of Ramsay as a celeb chef will be downplayed as will the fine dining and gastronomy element. Maadad cited brands like Bread Street Kitchen and Union Street Café as those that would work in Dubai, and added there were five to seven such brands which would be considered for launching in Dubai.
Maadad said that there isn't a fixed site for the venture yet, however they are now scouting for locations. "If you really analyse the F&B scene here, there isn’t that many with a liquor licence component, so DIFC, Sheikh Zayed Road, Dubai Marina ... those are the areas where brands like these would thrive and find the right audience."
Gates Hospitality will have the licence to run Ramsay's brands here with its local experience. "All we need is a brand endorsement to say this is a Gordon Ramsay venture. So we have that agreement with him now which is quite exciting for me," said Maadad.
Ramsay will select head chefs for the new venture to re-locate to Dubai and develop menus that will cater to regional demands.
"Dubai is at a stage where we don’t want celebrity chefs who are off around the world ... we want people to be here, people to tell a story, and to cook and deliver," said Maadad.