There once was a time when Gordon Ramsay’s Kitchen Nightmares was my favorite show on television.

But then Gordon Ramsay, like dandelions, started popping up everywhere. This is terribly unfortunate because, just like dandelions, the first few Gordon Ramsay shows were pleasant enough, but after a while they were as annoying as weeds.

I’m not going to bash Gordon Ramsay. I like the guy. There have been times in Kitchen Nightmares where you can see a deep level of earnestness and compassion in him. He cheers on the underdog and praises the hard work of individuals who might not always receive it. He also, as we know, tells it like it is.

But why is he everywhere?

Gordon Ramsay should be cooking more. 

There’s this video circulating on Facebook of Ramsay cooking the “perfect steak.”

It’s intoxicating, isn’t it? Watching it makes me feel like I am viewing a master who can effortlessly achieve his goals. That’s a special thing to behold.

Why then isn’t Gordon Ramsay treating his brand as carefully?

Instead, we are inundated with formulaic shows where Ramsay is yelling all the time about scallops not being cooked (Hells’ Kitchen) or of him making cliche restaurant changes (the Americanized version of Kitchen Nightmares) or, his most commendable foray, leading a competition of home cooks (Master Chef).

Gordon Ramsay is overexposed.

The flames are metaphorical only.

The flames are metaphorical only.

Stealing Share has written a great deal about repairing an ailing brand. Sometimes, the process involves brand repair. In this case, Ramsay is overexposed and will eventually flame out at this rate. It’s time to step back.

Gordon Ramsay and his management team should consider his brand clearly and fix permissions that limit acceptance or create barriers. Limitations like television shows that expose him as a cartoon-like hot head and have the same outcomes, year in and year out.

It’s time for Gordon Ramsay to cut the fat. Here’s what I think he should do: have one first-rate show doing what he does best: cook.

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