Celebrity chef Jamie Oliver is poised to make a dramatic return to the UK high street, announcing plans to revive his collapsed Jamie's Italian restaurant chain more than six years after its demise.
A Culinary Comeback for the High Street
The revival will begin with a new site in London's bustling Leicester Square this spring, backed by the private equity-supported Brava Hospitality Group, which also operates the Prezzo chain. Oliver, 50, expressed his enthusiasm for the venture, stating his personal commitment to driving the menus, sourcing, staff training, and overall restaurant experience.
"As a chef, having the chance to return to the high street is incredibly important to me," Oliver said. He aims to inject excitement into the mid-market dining scene, which he believes needs "surprise and delight."
From Peak to Collapse: The Chain's Turbulent History
Jamie's Italian was first launched in Oxford in 2008, a partnership between Oliver and his mentor, chef Gennaro Contaldo. The brand expanded rapidly, reaching a peak of around 40 sites across the UK. However, difficulties began to emerge from 2017, leading to a series of restructuring efforts.
By 2019, the business collapsed into administration after a failed sales process, resulting in the loss of approximately 1,000 jobs. At the time, Oliver pointed to the severe pressures on the casual dining sector, the decline of the high street, and soaring business rates.
Navigating a Challenging Hospitality Landscape
The relaunch comes at a complex time for the UK hospitality industry, which is grappling with soaring food inflation, rising wage costs, and cautious consumer spending. Despite these headwinds, Oliver remains optimistic about the timing of his return.
"In theory it's not the easiest time to return but conversely, I think it's the perfect time," he remarked, signalling his confidence in the brand's renewed offering.
While the UK arm failed, the Jamie's Italian brand continued overseas through franchise partners, with more than 30 restaurants operating in 25 countries. Globally, Oliver still has about 70 restaurants. Ed Loftus, Global Director of Jamie Oliver Restaurants, stated the partnership with Brava "marks an exciting next chapter," noting that the public would ultimately determine the speed and scale of the UK expansion.
The announcement follows recent financial filings for Jamie Oliver Holdings (JOH), which showed Oliver and his wife, Jools, paid themselves £2.5m in dividends for a second consecutive year, even as pre-tax profits fell by £1m to £2.4m. JOH encompasses Oliver's media interests, TV production, books, and various endorsement deals.
