Launched with the backing of Hollywood actor Ashton Kutcher (for the alliteration-friendly combination of Kutcher and Ketchup, geddit?) this new spot on Sheikh Mohammed Bin Rashid Boulevard promises an all-American menu of steaks, burgers, smoked meats and five varieties of ketchup. Although very modestly sized, the space has been used well. In addition to the odd red ketchup markings splashed against a white background on pillars and walls, the red and white theme continues very cleverly throughout. The menu is decidedly meaty, but does include a decent vegetarian section. But a lot of the food is, sadly, hit and miss. The fish sampler, for instance, looks fairly limp, the fish fingers are too soggy, the New York burger, although not bad, can be inconsistently cooked and the other ingredients aren’t high-quality enough to make up for this. However, Ketchup redeems itself with the quality crab and shrimp cakes, and altogether it’s not a bad shout for those craving American novelty fare.