Viewers have blasted Steven Bartlett for employing a “unfair strategy” during a pitch in Thursday’s episode of Dragons’ Den.

When entrepreneur Steven handed guest David Hellard a 10-second time constraint to accept or deny his offer, he was called out.

On Thursday’s edition of Dragons’ Den, viewers lambasted Steven Bartlett’s ten-second rule. Credit: BBC

David, a business entrepreneur, was seeking to raise money for his caffeine chew firm, which was designed to improve energy levels more quickly than energy drinks.

He asked for £60,000 for 5% of his Caffeine Bullet business, which consists of four energy chews with 100mg of caffeine in each pack—roughly the same as a nice cup of coffee.

Unfortunately, Deborah Meaden withdrew after hearing David’s Dragon-specific sales speech.

Touker Suleyman followed suit, declaring that the company was not for him.

When Sara Davies offered all of the money for 25%, David’s luck changed.

Steven stated that the branding was still in its early phases and that he needed to work out the wrinkles, but said he trusted David and offered him the entire sum in exchange for 25%.

Peter Jones, who was similarly pleased from a retail standpoint, agreed to give the entire sum for 20% and was eager to collaborate with Steven because of his social media skills.

The proposals astounded David, so he questioned Steven, “Is that on the table as well?”

The Diary of a CEO podcaster replied: “I would do that with Peter…at 25 per cent but you have to give me your answer within ten seconds.”

Steven’s “dirty” techniques astounded the other Dragons.

A horrified Deborah remarked: “Oh, no, no, no, that’s not fair, that’s not on.”

“It’s my money,” Steven Bartlett retorted.

The duo promised to reduce their interest rate to 20% provided they repaid their money within 24 months.

Despite being pressed for a response, David rejected down Sara’s offer and accepted Steven and Peter’s united offer.

Sara exclaimed, “Two Dragons with dirty play down at the bottom end, David, is what it is.”

The Dragons were still reeling from Steven’s extremely cheeky time restriction rule.

“Good tactic to give the time limit,” Peter told Steven.

“You little so-and-so!” Sara said, unimpressed.

“That’s the sort of stuff I expect from Jones, not you!”

BBC viewers were not fuming at Steven’s “arrogance” and took to social media to vent.

David went away with £60,000 and the support of a pair of Dragons who might help him revamp his coffee business.

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