Netflix’s ‘Being Gordon Ramsay’ Offers Glossy View of Celebrity Chef’s Latest Venture

Celebrity chef Gordon Ramsay’s new Netflix series “Being Gordon Ramsay” provides viewers with an inside look at his ambitious £20 million project atop London’s 22 Bishopsgate skyscraper. The documentary follows Ramsay as he launches four distinct dining venues in one location – his most significant business undertaking to date.

The series captures Ramsay’s trademark intensity as he navigates the challenges of establishing Gordon Ramsay High (an offshoot of his Michelin-starred flagship), Lucky Cat, a branch of Bread Street Kitchen, and an on-site culinary school. Throughout the show, Ramsay portrays his venture as a bold statement of confidence in the struggling hospitality industry, which he describes as being in “pretty dire” condition.

“I’m a hard and difficult person to work for,” Ramsay admits early in the series – a confession that will surprise few viewers familiar with his television persona. Over the decades, Ramsay has transformed from a serious chef with three Michelin stars to a global entertainment brand and culinary empire builder.

The documentary follows him across continents as he manages his growing international portfolio, from London to Las Vegas, Miami, and Manila. Viewers see him mingling with celebrities, attending Formula One events, and being surrounded by admiring industry peers – all reflecting his ascent to celebrity tycoon status.

However, the show’s glossy presentation creates a striking contrast to Ramsay’s earlier hit series “Kitchen Nightmares,” which gained popularity during the COVID-19 lockdowns for its unflinching criticism of failing restaurants. While “Kitchen Nightmares” showcased Ramsay’s brutal honesty and commitment to culinary excellence, his Netflix offering lacks the same level of critical self-examination.

Though the series presents some carefully selected challenges – stolen decorative items, equipment malfunctions, and a collapsing banquette – these moments feel curated rather than revealing. Notably, the show quickly glosses over the failure of the Bread Street Kitchen component of the Bishopsgate project, which remains unopened despite being central to the original vision.

The documentary’s reluctance to explore setbacks suggests that Ramsay’s brand has become too powerful to accommodate genuine failure. His established reputation and marketing machine ensure that any project he touches generates significant buzz and customer interest, regardless of early difficulties.

This promotional approach extends beyond the restaurants themselves. The series avoids deeper exploration of potentially fascinating personal aspects of Ramsay’s life, such as his long-standing rivalry with Marco Pierre White or his decision to have two additional children in recent years, after a considerable gap following his older children.

Industry observers note that “Being Gordon Ramsay” follows a pattern established by other Netflix celebrity documentaries like “Beckham” and “With Love, Meghan,” which provide subjects substantial control over their narratives. The result is a production that feels increasingly commercialized and sanitized compared to Ramsay’s earlier, more authentic television work.

For viewers seeking substantial insights into the culinary world, restaurant business challenges, or Ramsay’s personal evolution, the series offers limited depth. Instead, it functions primarily as a promotional vehicle for his latest ventures – effectively turning viewers into participants in his marketing strategy.

Despite these limitations, the program remains watchable thanks to Ramsay’s natural charisma and the inherent visual appeal of high-end dining establishments. However, for a chef whose reputation was built on brutal honesty and exacting standards, “Being Gordon Ramsay” represents a missed opportunity to apply the same critical lens to his own empire that he so effectively used on others.