Last week when we chatted to Russell Norman about his next project - the Ape & Bird pub on Shaftesbury Avenue - we also took the opportunity to quiz him about his role in an upcoming BBC TV show The Restaurant Man.
"Twenty Twenty TV are working very hard casting right now, finding six start-ups that are varied, interesting and compelling," he told us. "It's important that our individual case studies represent the broadness, variety and diversity of the restaurant business."
So what persuaded him to be involved in the first place? "Over a very long period we've developed an idea that pleased us all - me, the BBC and Twenty Twenty. After all I've got a great day job so there was no imperative for me at all.
A spokesperson for Twenty Twenty told Hot Dinners that the six hourly episodes would see Russell "share his rulebook with six first timers over the critical months that will seal the fate of their business; the last months before launch when they make critical decisions and the first month after when they feel the consequences...This series is equal parts food adventure and business adventure, passionate dream and jeopardy."
Russell for his part promises it's going to be a "thoughtful, brainy programme about real people that's not faked. After all we're following people who've put a serious amount of money at risk." As for what it's not going to be, that's easy; "A fixit show. This is more about me accompanying the viewer on the same journey - it's a more gentle approach than some other programmes I could name."
We wonder what on earth he could be referring to....
The Restaurant Man will air on BBC2 starting January 29 2014 - find out more.
