News today that Gordon Ramsay has been hired by Burger King to revamp its menu!
Burger King, in common with many other old-school fast food outlets has seen declining sales. Where Macdonalds went for the 'healthy' approach, selling salads alongside burgers, apparently BK is going for the budget gourmet approach.
It's understood that many of the current burger offerings will remain but with carefully sourced produce and seasonal dressings. Ramsay will also be reviewing the way BK makes its chips. Alongside this Ramsay will have an opportunity to offer Ramsay-branded products through BK outlets. Selected outlets will also offer simplified versions of his haute cuisine creations - whether you will have to eat these with your fingers remains to be seen.
I guess this is just a logical expansion after his adventures with gastropubs in London and fine dining in America.