When you go to a restaurant, you expect better quality food than a fast food joint. When you get pretentious and give the aura of trying to be a fine dining establishment while serving food that is already pre-made, canned, or frozen, you are no better than a diner or cafeteria. People will realize this and will desert your establishment in droves.
A fine example of this is in episode 15 of Season 6 ('Amy's Baking Company'). At first, Gordon Ramsay was impressed with the cakes that Amy said were made in-house. Then she ruins Gordon's dining experience by serving an under-cooked pizza and store bought frozen ravioli.
Another case of low quality food is in episode 10-11 of Season 6 ('Mill Street Bistro Part 1' and '2'). Joe Nagy claimed to have high quality food served from farm to fork. With further investigation, it turns out that the food is bought from a wholesaler and much of it is frozen and not fresh at all.
Gordon sampled multiple items on the menu and they all flopped. The onion soup lacked enough onions and was too greasy. The Oyster Rockefeller was greasy and bland. The scallops en croute had raw pastry and rubbery scallops. The elk quesadilla had very tough elk. The vegetarian ravioli was cold and greasy.The "catch of the day" is a trio of frozen and freezer burned fish. The $35 elk medallion was chewy and bland.
With the tough economy nowadays, people want value for their money. You cannot charge people high prices for mediocre food. If you do, you would not be in business much longer.
Gordon Ramsay is an advocate of fresh food that is prepared on site. He abhors canned and frozen food as it lowers the quality of the food and compromises the taste, texture and consistency. He also discourages the use of microwaves as it encourages "lazy cooking." Gordon advocates the use of the freshest and highest quality ingredients.