Ramsay introduces the £30 lunch

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The explosive Scot, whose meals can cost as much as £200 a head, wants to expand into the casual dining market with restaurants serving classic British dishes such as lamb stew, steak and kidney pie and grilled mackerel.

Negotiations are said to be under way with pub and hotel owners for two national chains based on his newly reopened Foxtrot Oscar brasserie and his gastropub The Narrow in Limehouse.

Chris Hutcheson, Ramsay's father-in-law and the chief executive of Gordon Ramsay Holdings, the company that runs his 16 restaurants and his television contracts, said: "We're trying to look at how people now want to eat. They just want to eat with good ingredients, with good cooking and at a decent price - £30 as opposed to £200 a head."