After sampling the current cuisine Heston travels to Sheffield to meet Managing Director, Ian Pegler, and suss out exactly what he's let himself in for. "I pose a risk for them as I'm going into the inner workings of the company," admits Heston, "and I want to see their figures."

But the big boss greets him with open arms. "Heston I'm prepared for you to do anything you like," enthuses Ian. "Seriously, this is one of the most important things this brand has ever done."

However, Ian is less open about his figures. "You'll need to re-think the quality of your ingredients," says Heston frankly. "What's your GP, your gross profit?" Ian refuses to tell him on screen, promising to email some figures over later and Heston leaves the meeting with more questions than answers.