So diffusion lines have been big for a while now.

Jewellers, plastic surgeons, fashion designers, airlines, and even hotels have been doing them for ages, and now über chefs are jumping on the bandwagon, too.

The trend with slebrity chefs opening gastros, you could say, started in the UK with Heston Blumenthal's Hinds Head Hotel in Bray (although American chefs have been churning out cheaper lines for ages - take Wolfgang Puck of Spago's, for example - you can't move in the States without seeing his botoxed face plastered over his fast food pizza chains...) and it looks like the fad isn't stopping here.

Last year Marco Pierre White tried his luck with a gastro in Berkshire (to add to the gaudy pizza chain that he, too, is cashing in on), El Bulli's Ferran Adrià recently opened Fast Good, and now male glamour model/Michelin chef Jean-Christophe Novelli has just opened a gastropub in Hertfordshire.

Not sure if I can picture the man and his coif churning out the roasts, or tucking into a pint at the end of the day, but optimistically, we're hoping this will be one restaurant that may finally work for dear Novelli. Easy on the eyes he is. Good with business, he, so far, hasn't been. Bon chance.