Jamie Oliver's flagship Italian restaurant has reopened in Leicester Square, London, seven years after the chain collapsed with £83m in debt and 1,000 job losses. The new site is significantly smaller than previous branches, with a slimmed-down menu that excludes burgers and features cheaper cuts of meat.
Ed Loftus, global director of Jamie Oliver Restaurants, said the team was nervous about the relaunch but optimistic. 'We don't want to make the same mistakes again,' he said, noting that old sites were often too large for their locations. The new menu offers starters from £8, pizzas and pastas from £13, and a top-priced sirloin steak at £29.
Loftus explained that using cheaper meats like pork shoulder in bolognese helps keep prices affordable. The menu avoids premium cuts such as fillet steak, which would cost £40 to be profitable. The Jamie's Italian Burger, once a staple, has been removed to focus on being 'the best Italian option on the market.'
Oliver was heavily involved in the opening, taking calligraphy lessons to create a custom font for handwritten menus. His favourite dishes include spaghetti nero and a plank of meat and cheese. The carbonara is made in classic Roman style without cream.
Loftus expressed concerns about rising inflation and government policies, calling for a VAT cut for hospitality businesses. Despite the challenges, he said Oliver was keen to do something positive for the high street, adding: 'It was one of the most emotional projects he's ever done.'
