Want to build a restaurant empire with Gordon Ramsay?

You can on your smartphone or tablet with the recently launched free mobile game “Gordon Ramsay Dash,” available from the App Store and Google Play.

The game, created by San Francisco-based Glu Mobile, is the latest in a series of Dash titles, which include “Cooking Dash,” and “Diner Dash.”

“Gordon Ramsay Dash,” however, veers into branded games with a celebrity connection, similar to Glu Mobile’s “Britney Spears: American Dream” and “Kendall & Kylie, Kim Kardashian: Hollywood.”

Ramsay provides the voice for his animated avatar, including his trademark bleeped F bombs, and appears in exclusive video messages within the game. Here's a preview:

Players can customize their digital chef, who attempts to go from line cook to Michelin-starred chef, moving through the levels with real recipes. The digital chef also competes on cooking shows, and even barters for ingredients at the farmers market–all the while being mentored by the cartoon Ramsay.

For the chef, the move is a first step into the video game world, where TV-eschewing Millennials have long gravitated.

“Mobile gaming is a really exciting space to be in right now and something I’ve wanted to be involved with since I saw my kids playing them on their smartphones,” says Ramsay. “It was very important to me that the game accurately portray the challenges, intensity, accomplishments and excitement that comes along with rising up the ranks in the restaurant business.”

A Michelin-starred chef, Ramsay’s restaurant group operates eateries around the world, including the U.K. concepts Union Street Café, London House, Heddon Street Kitchen and Maze Grill. In the U.S., Ramsay is involved with three restaurants in Las Vegas—Gordon Ramsay Steak at Paris, Gordon Ramsay Pub and Grill at Caesars Palace and Gordon Ramsay BurGR at Planet Hollywood—as well as a pub and grill location in Atlantic City, NJ.

The chef is perhaps best known in the U.S. for his television portfolio that includes “Hell’s Kitchen,” “MasterChef” and “Kitchen Nightmares.”

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