Celebrity chef Jamie Oliver is relaunching his Jamie's Italian restaurant chain in the UK six years after its dramatic collapse. The first new location will open in London's Leicester Square next spring through a partnership with Brava Hospitality Group, the company behind the Prezzo Italian chain.
The comeback marks Oliver's return to the UK high street after the original chain entered administration in 2019 with £83 million in debts. At its peak, Jamie's Italian operated around 40 sites across the country before closures began in 2017. The collapse led to roughly 1,000 redundancies.
Oliver defended the timing of the relaunch. «As a chef, having the chance to return to the high street is incredibly important to me. 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.
The chef will personally oversee all aspects of the new venture. «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», Oliver explained.
Partnership and concept
Ed Loftus, global director of Jamie Oliver Restaurants, highlighted the strategic partnership. «This partnership brings 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», he said.
The new menu will balance nostalgia with innovation. «Jamie has carefully curated a new menu that will feature a mix of new dishes as well as some of the much-loved classics including the famous cured meat planks, prawn linguine and Gennaro's bolognese all sourced to his higher food standards», a joint statement from Brava and Jamie Oliver Restaurants confirmed.
Loftus emphasized a measured approach to expansion. «We've taken the time to reintroduce Jamie's Italian in a way that feels modern and focused, a tighter menu, a renewed emphasis on fresh pasta and quality ingredients, and warm, straightforward hospitality. Our priority is making the first location exceptional; the public will ultimately determine how quickly and how far we grow.»
From success to collapse
Oliver originally launched Jamie's Italian in 2008 in Oxford with Italian chef Gennaro Contaldo. The chain expanded rapidly across the UK during the late 2000s and early 2010s.
The business faced mounting pressure from affordable competitors and rising operational costs. Oliver's restaurant empire reported £29 million in losses in 2017. He injected £4 million of his own money in 2018 to try to save the business.
When the chain collapsed in May 2019, Oliver attributed the failure to «the well-publicised struggles of the casual dining sector and decline of the UK high street, along with soaring business rates». He reportedly used his personal bank account to pay salaries of around 1,000 redundant staff.
Despite the UK collapse, Jamie's Italian continued operating internationally. More than 30 restaurants remain open across 25 countries.
Note: This article was created with Artificial Intelligence (AI).
