Jamie’s Italian is set to make its return to the UK dining scene next year, marking six years since the restaurant chain entered administration.
Celebrity chef and founder Jamie Oliver will inaugurate the first new location in central London, backed by investors associated with the Italian restaurant chain Prezzo.
Plans are in place to further expand the brand, a revival that Oliver has described as “incredibly important” on a personal level.
At its height, Jamie’s Italian boasted over 40 locations across the UK. However, rapid expansion coupled with a shifting market landscape led to financial difficulties.
The UK restaurants ceased operations in 2019, resulting in the loss of more than 1,000 jobs, though over 30 international locations remained operational.
Oliver, who has overseen the menu development for the new Leicester Square site, acknowledges the challenges inherent in relaunching the brand.
“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 stated.
The UK comeback of Jamie’s Italian is structured as a franchise agreement between Oliver and the Brava Hospitality Group, the parent company of Prezzo. In contrast to the previous iteration, Oliver is not contributing his own capital to this venture.
Following the chain’s insolvency, Oliver faced reported debts of £80 million.
However, his other business ventures have remained robust. It is estimated that there is one Jamie Oliver cookbook for every two households in the UK, and his television series, which began with The Naked Chef in 1999, have been broadcast in 189 territories.
The brand’s revival occurs amidst concerns from UK hospitality leaders regarding difficult trading conditions and cost pressures, including rising staffing expenses and alterations to business rates.
At the time of Jamie’s Italian 2019 collapse, Oliver cited “the well-publicised struggles of the casual dining sector and decline of the UK High Street, along with soaring business rates,” as factors contributing to the company’s downfall.
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