The heroic figure of the 1980s who scored 115 goals over two spell at the club believes the manager has to produce an entertaining style if he is to wun over the fans.
And he has made it clear to him that Allardyce is wrong to claim there is no West Ham Way as he claimed in a Sky Sports interview.
Cottee (48) has been a regular visitor to the scene of his former glories during the present campaign and first pleaded for more entertainment after the team was booed off having beaten Hull City via a penalty and own goal.
And he was unimpressed by the 1-0 defeat by Crystal Palace last weekend admitting that it was ” horrendous”
The Hammers go to West Bromwich Albion today for a clash today which could see them safely installed for another season at Premier League level or slipping again towards the dark waters of relegation.
However it pans out Cottee is convinced the fans will decide Allardyce’s fate declaring exclusively to ClaretandHugh: ““In the end the fans are always the jury on a manager. I don’t know when it will happen but that’s always the case.
“The fans voice is the most important of all as has been shown at Old Trafford.”
He added: It would be a disaster if the club were relegated. It would be financial carnage and safety, however, it’s achieved has to be the first priority.
“If they are beaten at West Brom there will be real anxiety setting in and that could see a real reaction among the supporters.
“But there is a specific West Ham Way despite Sam claiming a couple of years ago he knew of no such way. That’s just wrong.
“I was at the Palace match last weekend and quite frankly it was horrendous and I stress that at West Ham the result has usually come second to the way we play – it has to be in a certain entertaining way!
“In the end Sam Allardyce will be judged on results and the way he plays – they are the two most important – and as yet – boxes he has been unable to tick.