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.”
The chef said he would take a hands-on role in menu development, ingredient sourcing, staff training, and the overall creative direction of the relaunched venue.
Jamie’s Italian originally opened in Oxford in 2008 in partnership with Oliver’s mentor, Gennaro Contaldo. After rapid expansion, high rents, rising costs and tougher competition contributed to its demise, one of the most high-profile UK restaurant collapses of the past decade.
Brava will now oversee the brand’s UK revival. Its chief executive, James Brown, said the group saw a clear opportunity to reinvent casual Italian dining for a new era.
“A lot of time and energy has gone into evolving the Jamie’s Italian concept,” he said.
“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.”
Ed Loftus, global director of Jamie Oliver Restaurants, said the partnership brought together “one of the world’s most recognised chefs with a highly capable operator and the long-term investment to build something with real longevity”.
The Leicester Square flagship is expected to serve as a blueprint for further UK openings if the comeback proves successful.
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Jamie Oliver revives Jamie’s Italian with Leicester Square relaunch six years after chain collapse