Jamie’s Italian restaurant chain is aiming to reach 40 UK sites, after announcing its national comeback last month.
The Jamie Oliver brand is opening a new location in London’s Leicester Square in February, thanks to a partnership with Prezzo Italian owner, Brava Hospitality.
Prezzo Italian’s chief financial officer Dean Challenger wrote in the company’s latest annual report that bringing Jamie’s Italian brand back to the UK is “a significant opportunity, with the development agreement allowing up to 40 sites to be opened over an initial 10 years period”, adding: “The agreement also includes the exclusive rights to airports and any further concepts that are launched by Jamie Oliver in the UK.”
The Jamie’s Italian deal is backed by Brava Hospitality’s majority shareholder, investment management firm Cain, led by Jonathan Goldstein.
The chef’s chain reached 36 sites at its peak and more than 1,000 jobs were lost when it closed alongside his Barbecoa and Fifteen London restaurants in 2019 after racking up millions in losses.
Oliver has said it his failure to get the “basics” right led to the collapse of his UK restaurant business.
Prezzo Italian itself rebranded to Brava Hospitality Group in September with a view to expanding its the portfolio of the hospitality business.
In the period between 1 January 2024 and 29 December 2024, Prezzo restaurants generated £92.6m in revenue, 16% down on 2023’s £110.4m. The brand also made a £2m loss before tax in 2024, in contrast to a £9.2m profit in 2023.
In 2025, Prezzo Italian underwent a brand transformation driven by CEO James Brown, who joined the business from Brewdog at the end of 2024.
The company launched a significant refurbishment programme post-rebrand, which will see 12 restaurants refurbished in 2025 with more than 40 expected in 2026.
Since the rebrand Prezzo Italian has reported like-for-like sales growth of 11% in Q3, while its six recently-refurbished restaurants delivered an average of 50% growth compared to the prior year.
Two sites have been exited in 2025, and three new sites have been opened in Edinburgh, Rugby and Kingston on Thames. Menu development is focused on establishing Prezzo Italian as the ‘home of the Italian classics’, allowing for a simplified menu and improved margins.
Prezzo Italian was established in 2000 and at 29 December 2024 operated from 96 restaurants around the UK, employing nearly 1,900 workers.
Dining and Cooking