Introduction to Jamie’s Italian Relaunch
Jamie Oliver is relaunching his chain of stores, Jamie’s Italian, six years after the company collapsed and hundreds of jobs were lost. The TV chef will first open a restaurant in London’s Leicester Square next spring in collaboration with Brava Hospitality Group, which operates another Italian restaurant chain, Prezzo.
Background on Jamie Oliver
Oliver, 50, has hosted numerous TV shows and written more than two dozen cookbooks since his first appearance on “The Naked Chef” in 1999. He has become a well-known figure in the culinary world, and his restaurants have been popular among foodies.
The Relaunch
The relaunch carries risks and opportunities, according to Oliver, who said "in theory it’s not the easiest time to return, but conversely I think it’s the perfect time." He believes that the middle class needs excitement, surprise, and joy, and that is exactly what he intends to do. Oliver will design the menus, make sure the sourcing is right, train the staff, and ensure the look and feel of the restaurant is brought to life in the right way.
History of Jamie’s Italian
Jamie’s Italian was founded in Oxford in 2008 after Oliver partnered with his Italian mentor, chef Gennaro Contaldo. The chain eventually grew to around 40 locations. However, in 2019, the company went into administration, leading to the closure of its remaining UK sites and the loss of hundreds of jobs. The chain continued to operate abroad and has more than 30 restaurants in 25 countries. Brava will relaunch the brand in the UK.
Partnership with Brava Hospitality Group
Ed Loftus, global director of Jamie Oliver Restaurants, called it an "exciting next chapter" for the UK business, bringing together "one of the world’s most recognized chefs with a highly skilled operator and the long-term investment to build something with real longevity." Brava CEO James Brown said the company wanted to “bring world-class Italian food to the heart of the UK high street”. A lot of time and energy has been put into further developing the Jamie’s Italian concept to make this vision a reality. This marks an exciting new chapter for both Jamie’s Italian and Brava and reflects our commitment to reimagining the high street with exceptional, modern hospitality.
