Jamie Oliver Revives Jamie’s Italian with London Relaunch

Celebrity chef Jamie Oliver is set to make a significant return to the UK dining scene with the relaunch of his Jamie’s Italian restaurant chain. The new establishment will open in Leicester Square, London, in the spring of 2024, six years after the brand’s previous collapse. This revival comes through a partnership with Brava Hospitality Group, the operator behind the well-known Prezzo restaurant chain.

The original Jamie’s Italian opened in Oxford in 2008 and quickly expanded to approximately 40 locations across the UK. However, the brand faced financial difficulties, leading to its administration in 2019, which resulted in the closure of its remaining UK outlets and significant job losses. Despite these challenges, Jamie’s Italian has continued to thrive internationally, operating over 30 restaurants in 25 different countries.

Oliver expressed his enthusiasm about returning to the high street, stating, “As a chef, having the chance to return to the high street is incredibly important to me.” He acknowledged the current climate may not be ideal for a restaurant launch but remains optimistic about the potential for success. “I believe the mid-market needs excitement, surprise, and delight, and that’s exactly what I am planning on delivering,” he added.

New Beginnings for Jamie’s Italian

The collaboration with Brava Hospitality Group signifies a pivotal moment for Jamie’s Italian. Ed Loftus, the global director of Jamie Oliver Restaurants, described the venture as “an exciting next chapter” for the brand within the UK market. He noted the importance of pairing Oliver’s culinary vision with Brava’s operational expertise, which is expected to foster long-term success.

James Brown, the chief executive of Brava, highlighted the ambition to deliver “world-class Italian dining to the heart of the UK high street.” He emphasized the extensive efforts put into evolving the Jamie’s Italian concept to align with contemporary dining expectations. “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,” Brown stated.

As the relaunch approaches, Oliver is committed to overseeing menu development, sourcing ingredients responsibly, and ensuring comprehensive staff training. He aims to create a vibrant atmosphere that resonates with diners, thus reigniting the brand’s initial charm and appeal.

With this strategic revival, Jamie Oliver is poised to once again influence the UK culinary landscape, inviting both loyal fans and new customers to experience Jamie’s Italian in a fresh new light.