[skwiddor]

I have personal dislikes of Ramsay (I'm a fucking vegan) but, shit, he can do the business when it comes to shifting food. His advice always seems kind of obvious once you've heard him say it. He strips away your bullshit. Sell a few things, well defined, well executed and well presented. Choose a price point and live up to it. You've got 4 hours (7-11) to make your money. People don't like choice - show them one of starter then fish, meat & veg. No-one cares if you can present 100 different meals, they can only eat one at a time and at a maximum they will turn up once a week.

Know your customers and make their decisions for them, that's what they pay you for,