Jamie Oliver is set to relaunch his Jamie’s Italian restaurant chain in the UK, beginning with a site in London’s Leicester Square this spring. The move comes more than six years after the celebrity chef’s brand collapsed, resulting in 1,000 job losses.
The revival is backed by Brava Hospitality Group, the private equity-owned company behind the Prezzo chain, which plans to expand the brand across the country. Oliver said he will personally oversee menus, sourcing, staff training, and the restaurant’s design, calling the high street return 'incredibly important' to him.
Jamie’s Italian first opened in Oxford in 2008 and grew to around 40 locations before encountering difficulties. In 2019, Oliver called in administrators after failing to secure new investment, blaming the casual dining sector’s struggles and rising business rates.
The return comes amid ongoing challenges for the hospitality industry, including food inflation and higher wage costs. However, Oliver believes the mid-market needs 'excitement, surprise and delight,' adding that it is 'the perfect time' to relaunch.
Despite the UK collapse, the Jamie’s Italian brand continued overseas with over 30 restaurants in 25 countries. The global director, Ed Loftus, said the partnership with Brava marks an 'exciting next chapter' and that growth will depend on public reception.
Meanwhile, financial filings show that Jamie Oliver Holdings made a pre-tax profit of £2.4m last year, down from £3.4m, though sales rose 6% to £28.6m. The company includes Oliver’s media, cookery school, and franchise income.
