That’s not true at all, look at Glynn Purnnell in Birmingham he’s doing f***k all like that and his restaurant is current and it’s a great restaurant.
Aesthetically your dishes stand out, is it difficult to achieve style and substance?
No, the substance is the easy part. For a job I’m a chef, if I can’t make food taste nice I’ve f***ked that haven’t I? The looks thing is because that’s how I want it to look, maybe it’s a little over the top because I absolutely don’t want it to look like anything else. So if a dish looks a bit Nordic, I’ll just pull it or bin it or spray it yellow!
You caused quite a stir on Great British Menu, were you expecting the reaction you got?
Yes. I’ve changed my image since then because I didn’t want to become a gimmick, I didn’t want it to over shadow what I actually do. I’ve always been looking for success and money and I don’t think there is anything wrong with that. I’d be an idiot to say I’m just doing it for the passion, I’m not, I want a nicer life and I don’t think chefs should feel ashamed to want to be successful financially.

In terms of comments about my image, I didn’t give a shit about that as it’s something I’ve had for a long time, I actively chose to look like that and I’m still choosing what I look like now. The thing with that attention was I didn’t take the positives about my appearance as a positive. People would say it’s great to see someone being different but I wasn’t being different at all, there are loads of people with long hair and wearing skinny jeans – I was just cooking in it.
You’ve done Saturday Kitchen since GBM, how was that?
It was mint! James Martin is really on it, I think a lot of chefs think he’s just a TV chef but the way he works during the live show – he just covers your back completely. Whatever time frame you’ve got to get that dish done he makes sure it’s done and he’s hosting a TV show at the same time. He’s not a three Michelin-starred chef but he’s a clever guy and he’s made a great living out of it.
Whether you like it or not you will now be inspiring young chefs as you are in the public eye, how do you feel about that?
I don’t want people to emulate what they see, they need to learn to be good cooks first. It’s flattering when they do and I do get messages with their food pictures in them but that’s not what cooking is about at all. Yes I’m fortunate that I’m good at making my food look nice but it’s not radical, I haven’t got anything on the menu that’s particularly crazy, we use the same ingredients as every other kitchen. We don’t just use an ingredient because it’s f***king nuts.
As soon as you become a knob head chef, wanting to see and showcase everything now, you get people coming into your restaurant waiting for you to serve them some kind of melon that’s flying – I don’t have any flying melons, just food and wine. Sometimes people focus too much on blowing people away with weird ingredients, the latest techniques or the equipment they’ve got – it’s never been about that here.
You have a 12 course tasting menu, do you think people always understand your food?
I think they do, it’s not hard to get. We run a 12 course tasting menu because there will be dishes on there that people don’t like – you can guarantee that your favourite will be different to my favourite. I’m confident in what it is and I wouldn’t let anyone tell me a dish was disgusting and take it off the menu – I’d leave it. It comes down to confidence in your ability, the person eating in my restaurant who doesn’t like my food, hasn’t got a Michelin star and 14 years’ experience under their belt.
With that experience in mind, will you be doing a book anytime soon?
I don’t want to do a cook book, they are really boring. You have to go and buy those ingredients on a list and it’s the dullest thing. I don’t cook food that people can cook at home so when I do a cook book I want it to be more of a look book. Something visually impressive which you can spend about two minutes staring at and that will do you. Sat Bains has a really nice cook book, it’s not really to be read it’s just to be admired.
You got your first Michelin star this year and there’s talk that you could be the next chef to achieve two – is that your goal?
I think you can aim for two and always want it but in all honesty I don’t think this particular restaurant in its current format is right for that level of cooking. I’ve always held Michelin in very high regard and I still do. If you make the restaurant you want to make, that you think people need now and that people will enjoy – it is entertainment as well, then Michelin inspectors are not robots, they are just people. They come in and have the same good meal my mam will have!

The menu here is not complex and I haven’t really cooked in the kitchen for about ten months. I’m here for every service but I apply myself in a different way, I think about what I want on my menu and I’m not just stood at a stove ignoring everything that is going on around me. I see how guests react not just to the dishes but the music, colour of the paint, the crockery – you can really keep your eyes open when you pull away from that.
Daniel Clifford said to me that ‘you have to understand now you are not a chef you are a business man’. I think it’s really sound advice because all a restaurant is, is a business. There are some that are good, some that are value for money and some that are shit. This restaurant is a full expression of what I want to do and that’s what I think we got the star for. Technically yes, it’s a high level of cooking but we are just doing what we think is right and all my staff are happy.
How do you evolve then?
It’s got to keep moving forward, it can’t stay the same. Without a shadow of a doubt this restaurant will be a better restaurant in 12 months time than when we got the star. I don’t know if it will be a two Michelin-starred restaurant but it will be better.