Jamie Oliver is returning to the UK high street, six years after his restaurant empire fell into administration, with plans to relaunch Jamie’s Italian in London’s Leicester Square next spring.
The TV chef and entrepreneur, now 50, has struck a partnership with Brava Hospitality Group, the operator behind Prezzo, to revive the mid-market Italian chain, which once boasted around 40 UK sites before collapsing in 2019 with hundreds of job losses. While the brand survived overseas with more than 30 restaurants in 25 countries, it disappeared entirely from British town centres.
Oliver acknowledged the mixed economic backdrop but insisted the sector was ready for a shake-up.
“In theory it’s not the easiest time to return, but conversely I think it’s the perfect time,” he said.
“The mid-market needs excitement, surprise and delight, and that’s exactly what I am planning on delivering.”
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