Jamie Oliver is relaunching his Jamie’s Italian restaurant chain with a flagship venue in Leicester Square, London, opening in February, six years after the brand entered administration.
The celebrity chef has partnered with Brava Hospitality Group, which operates the Italian chain Prezzo, granting exclusive rights for up to 40 new UK locations over the next decade. Sites will include airports and other venues across major cities.
Jamie’s Italian collapsed into administration in 2019, leading to the closure of numerous UK locations and significant job losses. However, the brand maintained more than 30 restaurants across 25 countries internationally despite its domestic challenges.
Mr Oliver acknowledged the timing of the relaunch, stating: “In theory, it’s not the easiest time to return, but conversely, this is the perfect time.” He aims to bring “excitement, surprise, and delight” to dining, with plans for direct involvement in developing new menus and staff training.
Dean Challenger, chief financial officer at Brava Hospitality Group, said: “The board are delighted to announce that the franchise agreement with Jamie’s Italian has been agreed.”
Ed Loftus, global director of Jamie Oliver Restaurants, described the relaunch as an “exciting next chapter” for the brand. Mr Oliver has stated his ambition to deliver a “world-class Italian dining experience” as part of a broader high street revival.
The announcement was made in December, with the Leicester Square flagship set to open the following February. Mr Oliver, who first appeared on screens as The Naked Chef in 1999, has since become a prominent food justice advocate alongside his restaurant ventures.
