Gordon Ramsay opens his first Street Burger restaurant tomorrow at One New Change* in the City of London, with a further two restaurants opening in the next few days following the lifting of national lockdown restrictions in England.
And while the burger options at Street Burger are priced at around NZ$31.00 and served with seasoned fries and unlimited soft drink, Ramsay’s new Harrods venue – called Gordon Ramsay Burger – is raising eyebrows as one of the menu’s burger options costs an eye watering $150.00.
Though a burger priced that high seems a bit absurd to most, Ramsay, however, believes that it will be well worth the price tag. Located inside Harrods department store, the burger joint promises that these won’t be “your average quarter-pounders,” according to the website.
So, what makes it so tantalising? Apparently, the burger—named the Wagyu burger—will reportedly feature an exquisite lineup of 100% UK heritage beef patty, seared Wagyu sirloin, fresh black truffles, and truffle Pecorino cheese. (Fries are sold seperately).
“I promise you will never have tasted anything quite as delicious as the amazing burgers at Gordon Ramsay Burger,” Ramsay said. “I’ve been perfecting burgers for years in America and now, at Harrods, we are taking it to the next level.”
Expensive burgers aren’t the only thing on the Gordon Ramsay Burger menu, however, If you want to save a bit of money, you can opt for the cheaper options like the spicy Hell’s Kitchen burger with jalapeno aioli and mozzarella cheese ($36) or the American burger made with classic fixings and American cheese ($31). There’s also a $60 lobster-and-shrimp burger equipped with a pan-seared lobster and rock shrimp patty.
Ramsay’s burger joint promises to “provide a taste of America, without the trans-Atlantic trip”.
Announcing the launch over the weekend via social media Ramsay said the concept is “somewhat unique.”
“The fitout is amazing, the burgers are beautiful and the blend is incredible,” he said.
Ramsay previously outlined his intention to launch Street Burger back in August when it was reported that his ambition to creae a billion dollar dining proposition had been undented by the COVID-19 pandemic, with the high profile chef laying out plans to open 50 new sites in the United Kingdom.
This expansion plan is expected to include a UK nationwide rollout of his Bread Street Kitchen concept, which originally launched at One New Change a decade ago. Ramsay’s current UK portfolio is concentrated in London and includes three Michelin- starred fine dining flagship Restaurant Gordon Ramsay in Chelsea; Petrus in Belgravia and Lucky Cat in Mayfair.
*One New Change is a major office and retail development in the City of London. It comprises 560,000 square feet (52,000 m2) of floor space, including 220,000 square feet (20,000 m2) of retail space and 330,000 square feet (31,000 m2) of office space and is the only large shopping centre in the City of London.