Jamie Oliver to Relaunch Jamie’s Italian in the UK After Six-Year Hiatus
Celebrity chef Jamie Oliver is making a bold return to the dining scene with the relaunch of his restaurant chain Jamie’s Italian, six years after its initial collapse led to significant job losses. The first new location will open in London’s Leicester Square next spring, in collaboration with Brava Hospitality Group.
Why It Matters
The relaunch of Jamie’s Italian is notable not only for its impact on the UK dining landscape but also for its potential to reinvigorate mid-market dining during a time of economic uncertainty. With a fresh vision and experienced partnership, Oliver aims to bring a revamped culinary experience to consumers yearning for excitement and quality.
Key Developments
- Jamie Oliver partners with Brava Hospitality Group to bring Jamie’s Italian back to the UK.
- The first new restaurant is set to open in London’s Leicester Square in spring 2024.
- Oliver acknowledges both risks and opportunities in returning to the market.
- He intends to oversee menus, sourcing, staff training, and the overall ambiance of the restaurants.
- The original Jamie’s Italian chain, launched in 2008, operated around 40 locations before collapsing in 2019.
Full Report
Oliver’s Vision for the Future
Reflecting on his upcoming venture, Oliver stated that while it may not be the easiest time to relaunch a restaurant chain, he believes it could be the ideal moment to capture the mid-market audience. “The mid-market needs excitement, surprise and delight, and that’s exactly what I am planning on delivering,” he emphasized. Oliver will take a hands-on approach, directly influencing menus and ensuring the restaurant’s atmosphere aligns with his vision.
Collaboration with Brava Hospitality Group
Brava Hospitality Group brings operational expertise, having managed another successful Italian dining chain, Prezzo. Ed Loftus, global director of Jamie Oliver Restaurants, described the partnership as “an exciting next chapter” that combines Oliver’s culinary reputation with Brava’s operational strength. James Brown, Brava’s chief executive, expressed a commitment to establishing “world-class Italian dining” within the UK high street, reinforcing their dedication to modern hospitality.
Context & Previous Events
Jamie’s Italian first opened in 2008, born of Oliver’s collaboration with chef Gennaro Contaldo, and expanded to approximately 40 sites across the UK. However, the chain went into administration in 2019, resulting in closures and significant job losses. Despite this setback, Jamie’s Italian continued operating overseas, maintaining over 30 locations across 25 countries. The new partnership aims to reintroduce the brand to the UK market with a revitalized concept.
