That guy in the Knorr ad signs a 50 restaurant deal

4 March 2014

marco We’ve already had Jamie and his empire of Italian chain restaurants that charge £15 for an underwhelming bowl of pasta. But who is the next sweaty, corpulent and bad tempered chef to gain UK wide domination?

Step forward Gallic bad boy and uber-wanker Marco Pierre-White, who has put down his beefy stock cube for five minutes and signed a deal to roll out 50 new restaurants in his name across Britain in the next five years.

The deal is with a hotel development company, and will incorporate his two brands - Marco-Pierre White’s Steakhouse Bar and Grill and Marco’s New York Italian restaurant. The latest will be in the Indigo Hotel in Manchester, which will open next year. There are already three successful restaurants in Birmingham, Liverpool and Newcastle, and he plans to spread like a culinary PAN-demic around other major cities very soon.

The depressing onslaught of the celebrity chef continues unabated, and their cache means they can charge £60 a head for food that couldn’t give the Berni Inn a run for its money. And the chef with the name above the door (and on the walls, and on the menu) is invariably conspicuously absent.

But will this be different? Well. Jay Rayner, food critic of the Observer, visited White’s Steakhouse in London and said ‘everything we ate was awful in that "someone must be punished" sort of way'.

Bon Appetit!

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