Celebrity-chef restaurants and Applebee's are using the same playbook

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Photo collage of Gordon Ramsay and his food with Applebees
Celebrity-chef restaurants and Applebee's have more in common than you might think.

NurPhoto/Getty Images; Scott Olson/Getty Images; Tyler Le/BI

Stepping inside Gordon Ramsay's Hell's Kitchen in Atlantic City felt like entering a TV set, with mood lighting, marble floors, and screens playing his most iconic moments.

Stephen Starr learned how to hustle on the Atlantic City boardwalk. Now, he's back.

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Stephen Starr in his newly renovated restaurant, The Occidental, in Washington, DC, on February 11, 2025.
Stephen Starr in his newly renovated restaurant, The Occidental, in Washington, DC, on February 11, 2025.

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I spent $50 at Guy Fieri's Chicken Guy! restaurant. It beat every other fast-food chain's chicken sandwich and tenders.

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chicken guy guy fieri atlantic city new jersey
I had lunch for two at Guy Fieri's chicken fast-food restaurant. It was a great value.

Erin McDowell/Business Insider

I ate at 3 Gordon Ramsay restaurants and ranked them on food, value, and overall experience

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author holding margarita and gordon ramsay beef wellington
I dined at all three Gordon Ramsay restaurants in Atlantic City. Here's how they ranked.

Erin McDowell/Business Insider

I'm a New Yorker who spent 4 days in Atlantic City. Here are 7 things that surprised me.

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the author at gordon ramsay steak in atlantic city
A New Yorker shares surprising things about visiting Atlantic City, from the free beaches to the chef-owned restaurants.

Erin McDowell/Business Insider

I spent $160 on dinner for 2 at Gordon Ramsay Pub & Grill. It was a great value, but I'd skip the burger next time.

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author at gordon ramsay pub and grill
I had dinner for two at Gordon Ramsay Pub & Grill. We were impressed by the cocktails and appetizers.

Erin McDowell/Business Insider

I compared similar meals from Bobby's Burgers by Bobby Flay and Guy Fieri's Chicken Guy. The winner surprised me.

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bobbys burgers palace cheeseburger and chicken guy chicken sandwich
I compared meals from Bobby's Burgers by Bobby Flay and Chicken Guy! by Guy Fieri.

Erin McDowell/Business Insider

I spent $600 to stay at Ocean Casino Resort, Atlantic City's sleekest hotel. It's proof that the beach town wants to change its image.

Tech Insider : Travel, Business, Sports
ocean casino resort hotel room and view
The casino amenities, restaurants, bars, and expansive ocean views made me want to return to Ocean Casino Resort in Atlantic City.

Erin McDowell/Business Insider

I dined at Gordon Ramsay's Hell's Kitchen after years of watching the show. These 5 things surprised me most.

Tech Insider : Business
A table set with silverware, a black plate topped with a gray napkin with a white-embroidered Hell's Kitchen logo, and wine, water, and cocktail glasses.
I had dinner at Gordon Ramsay's Hell's Kitchen restaurant in Atlantic City, New Jersey.

Stephanie Pitera Statile

My husband and I had dinner at Gordon Ramsay's Hell's Kitchen. For $216, we thought the meal was an incredible value.

Tech Insider : Business
A giant, golden Hell's Kitchen restaurant logo that features the letters
My husband and I ate at Gordon Ramsay's Hell's Kitchen in Atlantic City, New Jersey.

Stephanie Pitera Statile

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