Gordon Ramsay’s Idiot Sandwich Trademark: Turning An Insult Into A Business

Few chefs have a personality as big as Gordon Ramsay. The chef is known for his fiery temper in the kitchen. He has built an empire on food, television, and entertainment. His sharp-tongued insults have become legendary, but none more famous than “Idiot Sandwich”- a phrase that started as a joke and turned into an internet sensation.

The insult, which began as a sketch on The Late Late Show, features Ramsay placing two slices of bread around a contestant’s head and calling them an “idiot sandwich.” He proceeds to ask them what they are and urges them to repeat 'Idiot sandwich." The clip went viral, sparking countless memes and merchandise. Now, it seems Ramsay is taking control of the phrase. He is filing a trademark for Idiot Sandwich that could soon lead to other businesses. ~

Locking down an insult as a brand

Ramsay’s company, Gordon Ramsay Holdings Limited, filed a trademark application for Idiot Sandwich in October 2022. The filing suggests possible plans for restaurants, food products, and branded merchandise.

As of November 2024, an extension for the filing has been granted. This means Gordon has been given additional time to complete a required action or submit some necessary documents before the filing process is to continue.

The move is smart. Ramsay knows how to turn controversy into cash. By trademarking a viral phrase, he prevents others from profiting off it. At the same time, he can use it to expand his brand in unexpected ways.

Beef heats up: Ramsay vs. D’Acampo

The timing of the trademark process coincides with Ramsay making headlines for his alleged feud with fellow chef Gino D’Acampo. D’Acampo, a longtime friend and collaborator, recently claimed Ramsay led a smear campaign that led to him being dropped by ITV. Alleged victims have described D’Acampo's actions as "unacceptable" and "distressing.” On the other hand, some of his celebrity pals have stepped up to support him. The allegations stretch back a decade.

The two chefs have worked together for years, but tensions have reportedly grown behind the scenes. D’Acampo’s accusations paint Ramsay as a ruthless businessman, and the “Idiot Sandwich” trademark only adds to this.

More than an insult

If the Idiot Sandwich brand comes to life, it will be another example of Ramsay’s ability to turn controversy into opportunity. His restaurants, TV shows, cookbooks, and product lines have made him one of the most recognizable chefs in the world.