Jeremy Clarkson opened The Farmer's Dog in Asthall, near Burford in Oxfordshire, last month after he renamed and renovated it, with people flocking from all over the country to try The Grand Tour star's new business venture. Hundreds of people packed into the car park, with people queuing for hours to grab a Hawkstone beer or some pub grub.
During a chat on Good Morning Britain today with his Grand Tour colleagues, James May and Richard Hammond, Jeremy was asked about the pub by showbiz reporter Richard Arnold, to which he simply replied: "Don't."
James could be heard asking: "It's making money, isn't it? And it's easy to run," but Jeremy was quick to dismiss that.
"No. It's properly difficult. He said not to get one. He said I've got one, don't get one and I got one. James Blunt also told me not to get one, Guy Ritchie told me not to get one," he said of his celebrity pals who had warned him it wasn't a good idea.
Over the weekend, Jeremy wrote in The Times that he was losing a whopping £10 per customer. He shared: "I do ask, if you drop by, to remember this. Your lunch, if it arrives at all, is costing us a lot more than it's costing you - so please be kind.
"I asked an AI program to work out what the average price of lunch in a Cotswolds pub is and just charged that. It’s possible that for every customer who comes through the door I’d lose about £10."
He has made it his mission to use British products only as much as possible but that has eaten into his costs, as he claimed imported black pepper costs approximately £10 a kilogram, whilst an home-grown alternative costs more than ten times more.
On the website, the pub is described as "The first Hawkstone filling station. But it’s not just a pub. It’s also a restaurant. And in the garden, there’s a farm shop, and a butcher, and an off licence, and a bar and an outpost where you can grab a fantastic meaty snack to enjoy on the lawns. Children are welcome. So are dogs. Everyone is."
*Good Morning Britain airs weekdays from 6am on ITV1.