Gordon Ramsay has hit out at fans who criticised the latest breakfast dish at one of his top restaurants, even using his famous "idiot sandwich" retort for one of them.
But customers were not pleased with £19 pricetag for the brekkie, which includes two eggs, one sausage, a few strips of bacon, one tomato and one mushroom, the Mirror reports.
After receiving a barrel of complaints about the dish which the menu calls "quintessentially British breakfast," Mr Ramsay hit out at fans with one of his most brutal and classic insults of all time.
Many people questioned the steep price, while others asked "where's the rest of it?", referring to the small portion size compared to a typical English fry up.
But there was one comment that Gordon refused to ignore, as he unleashed his "idiot sandwich" comeback.
Alongside a snap of a fry up made by the 'Fry Up Police', a man wrote: "THIS is a full English Gordon. Take a leaf out of @fryuppolice 's book...."
Gordon - who was having none of it - replied in his usual witty way, writing: "That’s called a Full English Classic Heart Attack you idiot sandwich."
"Idiot sandwich" is one of Gordon's famous phrases, coined in a parody of his show Hell's Kitchen for an episode of The Late Late Show with James Corden in 2015.
The video went viral after it aired and quickly became a well-known internet meme.
Alongside complaints about the size of dish, fans were also disappointed by the cost of the side dishes.
If you are looking to increase the size of your traditional full English from Mr Ramsay, be prepared to pay £5 per extra.
Sides include: St Ewe egg - any style, smoked salmon, pork sausage, smoked backed bacon, black pudding, grilled mushroom and tomato.
One disappointed fan wrote: "Can't wait for you to try it!!!!! Are the sides £5 each or is that for all of them???? Who is mug enough to pay a fiver for one sausage??? Get a grip GR."
And another added: "£19. If you want black pudding, it'll cost you an extra fiver. File under 'rip off'."