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From Hell’s Kitchen to IGI: Ramsay’s Street Burger touches down in Delhi

Street Burger marks Ramsay’s India entry — global recipes reimagined with desi flavours, served up at one of the country’s busiest airports.

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Anushka Jha
New Update
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“What are you?” — “An idiot sandwich.”

If you have spent any time on the internet, you are probably familiar with the unforgettable exchange between Gordon Ramsay and a distressed contestant from Hell’s Kitchen, the high-pressure cooking reality show he has been hosting in the US since 2005. 

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Known for his fiery outbursts, Ramsay’s iconic clip, in which he holds two slices of bread to the contestant’s face and exclaims, “idiot sandwich”, has been a part of meme culture for nearly a decade. 

Although Ramsay never set out to become a TikTok sensation, the clip has made him as much a pop icon as a Michelin-decorated chef. 

Now, Ramsay is transforming his internet persona into something tangible. He recently launched his first Street Burger outlet in India, located at Delhi’s Indira Gandhi International (IGI) Airport, in August 2025. 

A partnership with Travel Food Services (TFS), a leading company in Indian airport hospitality, made this launch possible. Delhi has now joined the ranks of cities such as London, Dubai, Hong Kong and Doha, becoming part of an exclusive list.

Burgers, but make them Indian

Street Burger isn’t Ramsay’s Michelin-starred world of caviar and champagne but burgers and fries done with flair. At the Delhi outlet, the menu skips beef altogether—a deliberate move in India—but packs in options including Butternut Bhaji Burger, Tandoori Paneer Burger, Butter Chicken Burger, Gordon’s Fried Chicken Burger, Hotter than Hell Fries, Sticky Toffee Pudding, and cocktails.

Global food giants rarely enter the Indian market without adding a local twist. McDonald’s attracted customers with the McAloo Tikki, Burger King introduced the Paneer Royale, Domino’s popularised paneer pizzas, and Starbucks created Masala Chai Lattes. Ramsay’s Street Burger adheres to this same strategy. 

Alongside his global signatures, the menu here leans towards localisation, from a burger inspired by roadside pakoras (butternut bhaji) to the tandoor-flavored paneer version and a bun stuffed with India’s most iconic curry (butter chicken).

The balancing act is evident: maintain the international identity while incorporating flavours that resonate with local tastes. This serves as a reminder that even Michelin-starred chefs recognise the significance of adapting menus to suit the Indian palate.

At IGI Airport’s Terminal 1, the burgers and sides don’t come cheap; expect to pay between Rs 500 and Rs 1,000.

In a statement on Instagram, Ramsay promised “delicious burgers, fantastic fries and amazing desserts” and added, “We created some incredible burgers just for India.”

It’s also no coincidence that the brand is launching at an airport. Andy Wenlock, CEO of Gordon Ramsay Restaurants, noted: “Indian airports are the new stage for our culinary journey, and we are excited to see how travellers embrace these vibrant, flavour-intense dining experiences.” 

Airports, after all, are increasingly playgrounds for celebrity-chef dining, with Heathrow, Dubai International, and Hong Kong already showcasing names like Heston Blumenthal and Wolfgang Puck.

Delhi’s burger wars heat up

But Ramsay isn’t entering an empty market. India’s burger scene has exploded over the past decade. Alongside global giants such as McDonald’s and Burger King, there are local heroes like Burger Singh, which has built a cult following with masala-heavy creations like the Amritsari Kulcha Burger.

Even premium players such as Smoke House Deli and Social push out gourmet-style burgers that Gen Z happily Instagrams.

From Heathrow to Delhi: A global playbook

Airports are no longer just transit points; they’ve turned into food destinations. At London’s Heathrow, travellers can sit down at Ramsay’s own Plane Food, while Dubai International offers global staples like Shake Shack and Pret a Manger. 

Closer home, hubs such as Mumbai and Bengaluru airports are lined with Starbucks, McDonald’s, KFC, Haldiram’s, and even regional favourites—proof that food is now central to the travel experience.

For Ramsay, Delhi’s busy Terminal 1, which serves over 70 million passengers annually, is a smart launchpad. It lets Street Burger reach both Indian travellers and global flyers while also sidestepping the usual headache of finding the “perfect” high-street location. 

In an airport, footfall is built in, with a steady stream of hungry, time-pressed diners.

Street Burger will need to fight for attention, but it has one advantage: Ramsay’s celebrity factor. Unlike a regular burger joint, Street Burger doubles as a chance for fans to “taste Gordon Ramsay” or at least his brand. The names alone (“Hotter than Hell Fries”) read like Easter eggs for Hell’s Kitchen watchers.

Indian netizens weigh in

Early reactions to Gordon Ramsay’s Street Burger in Delhi have been a mix of praise and playful critique. Influencer Kashish (@searching_for_umamii) called the Ménage à Trois burger “juicy and flavourful” but found the GFC Burger undercooked, quipping, “Season it up a bit, Gordon. The chicken is so undercooked I can still hear it crying.” 

Another reviewer compared the interiors to a “proper American diner” and even recommended skipping the lounge food at the airport for the experience.

Why Ramsay, why now?

The timing feels strategic. Indian consumers are increasingly adventurous about food — urban Gen Z and millennials are equally happy grabbing a momo on the street and splurging on sushi in a mall. And food brands know this is a generation raised on both Instagram and Zomato.

For Ramsay, whose personality thrives on both culinary excellence and meme-worthy virality, India offers fertile ground.

It’s also worth noting that Ramsay isn’t the first Western chef to bring his brand here. Jamie Oliver tried to crack the Indian market a few years ago but eventually shuttered his outlets. The difference? Ramsay’s positioning is less about “global gourmet” and more about street-style relatability with enough fiery names and desi twists to feel local.

The bigger question: Will Delhi bite?

So, will Delhiites (and weary travellers) bite into Ramsay’s Butternut Bhaji Burger as eagerly as they meme his idiot sandwich clip? The answer will likely depend on two things: price points and whether the food lives up to Ramsay’s famously high standards.

For now, though, Ramsay has managed something only a few chefs achieve: turning internet notoriety, global strategy, and India’s obsession with street food into a single business move.

marketing strategy QSR Food Indian Restaurants restaurants Gordon Ramsay
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