Celebrity chef Jamie Oliver is set to revive his Jamie's Italian restaurant chain in the UK, more than six years after the brand collapsed. The relaunch will begin with a branch in London's Leicester Square this spring, backed by Brava Hospitality Group, the private equity-owned operator of the Prezzo chain. Brava intends to roll out the brand across the UK.
Oliver said of the return: 'As a chef, having the chance to return to the high street is incredibly important to me. 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 first opened in Oxford in 2008 with Oliver's mentor Gennaro Contaldo, expanding to about 40 sites at its peak. However, from 2017 the chain underwent restructuring, and in 2019 administrators were called in after a failed sales process, resulting in 1,000 job losses. Oliver then blamed 'the well-publicised struggles of the casual dining sector and decline of the UK high street, along with soaring business rates'.
Despite the challenging hospitality environment of rising food inflation, wage costs and consumer spending cuts, Oliver expressed confidence: '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.'
After the UK collapse, the Jamie's Italian brand continued overseas through franchise partners, with more than 30 restaurants in 25 countries. Ed Loftus, global director of Jamie Oliver Restaurants, said the partnership with Brava 'marks an exciting next chapter' and that 'the public will ultimately determine how quickly and how far we grow'.
Recent financial filings show pre-tax profits at Jamie Oliver Holdings fell to £2.4m last year, despite a 6% rise in sales to £28.6m. Oliver and his wife Jools paid themselves £2.5m in dividends for the second consecutive year.
