The former Jamie’s Italian in the Assembly Rooms, Edinburgh (pic: Jamie Oliver PR)
TV chef Jamie Oliver is resurrecting his collapsed Italian restaurant chain, despite admitting the sector faces a hostile trading environment.
His chain of Italian-themed outlets fell into administration six years ago under structural problems but he believes it is time to launch something exciting on to the market.
He has entered a franchise partnership with Brava Hospitality Group, the owner of Prezzo.
Oliver plans to open the first site in Leicester Square in London in February and is targeting four new restaurants a year.
Jamie’s Italian had outlets in Edinburgh and Glasgow and it is likely he will look at a return to Scotland.
“As a chef, having the chance to return to the high street is incredibly important to me,” said Oliver, 50.
He admitted to Bloomberg, which first reported the development, that the mid-market was facing a “horror show” of higher costs and fragile demand.
“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.”
Consumersare eating out less frequently and trading down when they do. Since the collapse of Jamie’s Italian more have turned to home delivery services such as Deliveroo and Just Eat.
However, he believes a more disciplined version of the Jamie’s Italian brand and something “exciting” will fire up consumers’ appetite for his new venture.
“I think the public wants freshly made delicious food at a reasonable price with an award-winning kids menu,” he said. “Eating out is a treat but I believe it should offer value for money with higher welfare sourcing.”
Jamie’s Italian launched in 2008, promising affordable Italian dishes and grew into a chain with 42 sites across the UK.
The business collapsed into administration in 2019, shutting 22 restaurants and cutting about 1,000 jobs. Oliver later acknowledged that the chain had been flawed “from day one”, admitting he had been “conceptually thick” on the numbers and had delegated too much control over the basics, from profit margins to cost management.
He will take a more hands-on approach this time, approving locations, overseeing the look and feel of the restaurant, and taking responsibility for menus and sourcing. “All the effort, time, love and attention will be the same as before,” he said, “but with the right foundations in place.”
Dining and Cooking