To make a full-blooded puff pastry, you need time, you need patience, and you need precision. It's all about the lamination: it's all about building up the layers of butter, dough, butter, dough; as the butter melts, it creates steam, and that brings up the layers of the two doughs apart from each other, and that's what gives it the rise.

Years ago, I saw a job for head baker for The Dorchester Hotel in London, and I didn't want to move away from the North West. But then I thought, 'I've got to do this for my career,' because I was very ambitious. So I went for it and got the job.

I find dealing with tempered chocolate a bit tricky, but that's a chocolatier's job. So I dabble, but I wouldn't profess to be good at it.

My first job at the bakery was jamming doughnuts.

I have often said social media is a race to the bottom.

With social media, you take the good and the bad of it. You have to make the most of the opportunities. You can use social media to your benefit to expand your character and gets eyes on you and what you're doing.

I go out in New York, and I think, boy, you can look at someone and pretty much determine their zip code. Everyone seems to want to conform. I wonder, are they all just button-pressers, on the Internet all day long? I don't know.

Social media is an ever-changing world. You want to be ready if a certain platform becomes red-hot, and you don't want someone else taking your company name as his or her handle. That does happen!