On the 5th, the globally renowned chef Gordon Ramsay, famous for his biting remarks, announced that his family restaurant brand "Menu by Gordon Ramsay" will open at the Shinsegae Department Store Centum City. This will be the second global location after the only existing store in the United Kingdom, featuring about 70 seats.
"Menu by Gordon Ramsay" is a casual family restaurant designed by Chef Gordon Ramsay, which is part of a global project that reinterpret high-end cuisine for everyday enjoyment. With family customers and couples in their 20s to 30s as its main clientele, it offers a relatively affordable price range compared to other Gordon Ramsay brands.
The main menu includes ▲butcher's cut steak priced in the low 20,000 won range ▲the signature dish fish and chips based on British cooking methods ▲and pasta bolognese pappardelle, which is good for sharing among families. The philosophy of "Menu by Gordon Ramsay" is to redefine the experience of dining out beyond simple price competition through a variety of offerings, including children’s menus and family-oriented platter menus.
In particular, the introduction of "Menu by Gordon Ramsay" can be interpreted as a strategy to target the domestic market with "value for money" menus that can compete with local companies, such as steak priced in the low 20,000 won range. Unlike most of Chef Gordon Ramsay’s brands that have entered Korea, which proclaimed high price points, this time, they have prominently emphasized "value for money."
A representative from "Menu by Gordon Ramsay" noted, "While existing family restaurants like Outback and Mad for Garlic focus on hearty dishes, Menu by Gordon Ramsay emphasizes the brand's philosophy, quality, cooking methods, and the completeness of customer experience," adding, "Dining out is a family experience that is remembered through a single meal, as Gordon Ramsay describes it."