Now, it is a business, with the Gordon Ramsay-backed “Idiot Sandwich” coming to Bonifacio Global City as a pop-up this year.
The pop-up will open at Uptown Mall in Bonifacio Global City, marking the first time the meme has been turned into a standalone dining concept.
“In its latest iteration, it becomes a standalone dining concept centered on bold, high-quality sandwiches delivered in a more casual format,” according to Megaworld Corp., the developer of Uptown Mall.
It will feature a “curated menu built on premium ingredients, inventive combinations, and strong, flavor-forward profiles”.
First in the world
The pop-up is designed as a limited run in the Philippines, serving as a test ahead of a potential global rollout.
The meme comes from a 2015 skit titled Hell’s Cafeteria on The Late Late Show with James Corden, where Gordon Ramsay parodied his own TV persona.
In the scene, Ramsay holds slices of bread on both sides of a contestant’s head and asks, “What are you?” prompting her to reply, “An idiot sandwich,” a clip that quickly spread online and became a global meme.
Another Ramsay concept is already planned in Westside City, bringing his total footprint in the Philippines to five locations, all within Megaworld properties.
—Edited by Miguel R. Camus
