Jamie Oliver is relaunching his high street chain, Jamie’s Italian, six years after the business collapsed, causing hundreds of job losses.
The TV chef will start by opening a restaurant in London’s Leicester Square next spring in partnership with Brava Hospitality Group, which runs another Italian eatery chain, Prezzo.
Oliver, 50, has presented a host of TV shows since first appearing on screen in The Naked Chef in 1999 and has written more than two dozen cookery books.
He said the relaunch carried risk and opportunity, as “in theory it’s not the easiest time to return but conversely, I think it’s the perfect time”.
“I believe the mid-market needs excitement, surprise and delight and that’s exactly what I am planning on delivering,” he said.
“I will drive the menus, make sure the sourcing is right, the staff training, and ensure the look and feel of the restaurant is brought to life in the right way.”
Jamie’s Italian was launched in 2008 in Oxford after Oliver went into partnership with his Italian mentor, chef Gennaro Contaldo. The chain eventually grew to around 40 sites.
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But it went into administration in 2019, leading to the closure of its remaining UK sites and hundreds of job losses.
The chain continued to operate overseas and has more than 30 restaurants in 25 countries. Brava will relaunch the brand in the UK.
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Ed Loftus, global director of Jamie Oliver Restaurants, called it an “exciting next chapter” for the business in the UK, bringing together “one of the world’s most recognised chefs with a highly capable operator and the long-term investment to build something with real longevity”.
James Brown, chief executive of Brava, said the company wanted to “bring world-class Italian dining to the heart of the UK high street”.
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“A lot of time and energy has gone into evolving the Jamie’s Italian concept to make that vision a reality,” he said.
“This marks an exciting new chapter for both Jamie’s Italian and Brava, and reflects our commitment to reimagining the high street with exceptional, modern hospitality.”
