The Update: What businesses can learn from Gordon Ramsay (outside of the kitchen)

The Update: What businesses can learn from Gordon Ramsay (outside of the kitchen)

Series
The Update
Host
Shar Caesar Douglas, Head of Creator Marketing, Google EMEA
Guest
Gordon Ramsay, Michelin-starred chef and TV personality
Published
September 2020

In this episode of The Update, Google’s Head of Creator Marketing for EMEA Shar Caesar Douglas talks to Gordon Ramsay, Michelin-starred chef and television personality, about how to develop a business strategy centered around video. They discuss Gordon’s journey on YouTube, and what brands and businesses can learn from his success.

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0:01

>> GORDON RAMSAY: The pressure on a chef today is far greater than ever before.

0:05

And you're not just the chef now, you're a marketing tool.

0:07

And if there's one great tool,

0:08

when you're in my business,

0:12

it has to be YouTube. Because that's a great way of instantly marketing

0:14

the product, the chef, the restaurant, the brand.

0:18

>> SHAR: In this episode of The Update,

0:22

I talk with one of the biggest chefs on YouTube, Gordon Ramsay,

0:26

about how to develop a business strategy centred around video.

0:29

So Gordon, tell us about your journey on YouTube.

0:31

What was your experience making your first video?

0:35

>> GORDON RAMSAY: The first foray onto the platform was extraordinary

0:39

because it's very cleverly sort of put-together videos of

0:42

sort of mishaps in restaurants for Kitchen Nightmares.

0:45

Whether there was a mouse in the toaster or bloody mouldy food,

0:47

all of a sudden, this thing started gaining traction,

0:52

and then customers are telling me, “Hey, I love your YouTube videos.”

0:54

>> SHAR: There's no denying that our world is changing.

0:57

Can you tell me a bit about the changes you and the team have made?

0:58

>> GORDON RAMSAY: Yeah,

1:02

I mean, in my eyes YouTube has helped to make the planet so much more foodie

1:07

because we had to take that negativity of the last two and a half months of lockdown

1:08

and turn it into a huge positive.

1:10

What does that mean?

1:15

It's gaining confidence, shooting on a laptop, iPad, or phone.

1:18

>> ON-SCREEN FOOTAGE: DOP, director of photography, there she is!

1:19

>> ON-SCREEN FOOTAGE: Hello!

1:22

And then uploading that video instantly to YouTube

1:26

gives it instant access to the most amazing fun.

1:30

And sometimes, especially across those dark moments

1:34

when the uncertainty was coming in to how long we're going to be down for,

1:39

I saw the lift in the Ramsay household, who, all of a sudden,

1:44

it wasn't just me, it was, Matilda, Megan, Holly, and even my wife, Tana,

1:48

that were excited about that fun.

1:49

And so,

1:55

with YouTube you get that platform for a lot of home-style cooking to take place,

1:58

not edited and even leaving some of the mistakes in there.

2:00

And that's what made it so real and so much more tangible.

2:03

>> ON-SCREEN FOOTAGE: Where's my sous chef? Where is he? Where is he?

2:04

>> ON-SCREEN FOOTAGE: There he is!

2:05

>> SHAR: I love that.

2:08

You've been making television shows since 2005

2:11

and creating content on YouTube since 2009.

2:13

How do you think about what content is right

2:16

for your YouTube channel, compared to TV?

2:18

>> GORDON RAMSAY: The most important thing for me

2:20

on creating new content on YouTube

2:25

is to do something slightly different to what they've already seen on TV

2:28

Big, glossy formatted shows and cleverly edited

2:32

is the opposite of what we do on the platform.

2:37

So that gives me a sort of foray into sort of creating

2:40

new little brands. “Scrambled” was the first big one,

2:42

whereby we're cooking breakfast.

2:44

Everyone cooks breakfast, but this time I'm inviting a guest in,

2:46

and we'll go head-to-head.

2:50

“Ramsay in Ten”: How do we get food on the table in 10, 11 minutes?

2:52

>> SHAR: I ask myself that question every night.

2:55

And how do you think about the audience you're reaching on YouTube

2:57

that you aren't reaching elsewhere?

3:00

>> GORDON RAMSAY: I think that platform has been sort of

3:02

underestimated for many years.

3:06

And I look at the way my kids now watch TV,

3:09

and 90% of it is downloaded from YouTube

3:11

because they create their own schedules.

3:16

They are not told that it's on at 19:30 on CBS or ITV at 20:00 on Friday nights.

3:18

They're already gone.

3:21

They're making their own networks and YouTube,

3:27

in my mind, that's how to sort of bring that level of excitement earlier,

3:30

and these kids know what they want.

3:36

We went past at 2.5 billion views last month. 2.5 billion views!

3:38

>> SHAR: That's a lot of views.

3:41

There's so much interest in cooking on YouTube.

3:44

This year alone, people are consuming recipe and cooking videos

3:47

nearly 45% more than they were last year.

3:50

What trends and insights are informing your YouTube strategy?

3:55

How are you ensuring you're capturing that interest and getting those views?

3:58

>> GORDON RAMSAY: There's been a huge plant-based phenomenon over the last 10 years.

4:03

Something that every chef on the planet has had to take huge notice of.

4:07

I've been watching that boom of that generation that are

4:10

somewhat apprehensive of eating proteins, and believing that that

4:13

plant's intake was powerful, and they're absolutely right.

4:18

So, that instant knowledge, you can't buy that.

4:21

Having access to that kind of data was super important.

4:25

Trying out a couple of those recipes, the vegan, the vegetarians, and then,

4:27

of course, the plant-based huge followers.

4:29

>> ON-SCREEN FOOTAGE: A delicious sauce

4:31

>> SHAR: And you know collaborations are huge on YouTube.

4:34

What’s been your most memorable collaboration?

4:36

>> GORDON RAMSAY: God.

4:40

I have an assistant who runs our social media side, Justin Mandel.

4:42

And

4:45

he kept on going about this “Hot Ones”,

4:48

you got to go on this chicken wing. Really? Just, I am so busy.

4:50

He said no, no, no, trust me, you got to do it.

4:54

So Sean Evans, I got on there Season 8,

4:58

and I think he's got over 60 million views.

5:04

On a chicken wing. Okay, a chicken wing! That's how powerful YouTube is.

5:12

60 million watching me eat an overcooked, ridiculously spicy chicken wing. Come on!

5:14

>> SHAR: And finally, I want to ask.

5:16

What advice do you have for other businesses

5:21

that are getting started on YouTube or evolving their video strategy?

5:24

>> GORDON RAMSAY: What's the first thing you do when you got up to a 10-metre board?

5:26

You spend the next 10 minutes debating should I jump.

5:28

But the minute you jump,

5:30

you can't wait to get back up there again.

5:31

It's exactly the same as YouTube.

5:35

Get that content out, strategise, break down the comments.

5:40

Find the general consensus, the feedback, and then move on from there.

5:42

So, cast that net out wide.

5:46

Get somewhat frivolous with that leap of faith and becoming a little bit more assertive

5:49

and believe in what you are putting out there.

5:52

And then,

5:54

I've done it.

5:59

I bounce back from adversity, and I've always said look,

6:03

failure's healthy because you never make that same mistake twice.

6:04

And so,

6:07

take that feedback and run with it.

6:09

>> ON-SCREEN FOOTAGE: Dad, get out.

6:11

>> ON-SCREEN FOOTAGE: Out the kitchen.

6:13

>> ON-SCREEN FOOTAGE: Out.

6:18

>> ON-SCREEN FOOTAGE: Seriously? Seriously? Seriously?

6:23

>> ON-SCREEN FOOTAGE: How do you do a lamb sauce in 10 minutes?

6:24

>> ON-SCREEN FOOTAGE: Mum could do it!

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