Jamie Oliver Group plots further European expansion

By James McAllister

- Last updated on GMT

©2024 Jamie Oliver Enterprises Ltd. Photographer: Richard Clatworthy
©2024 Jamie Oliver Enterprises Ltd. Photographer: Richard Clatworthy

Related tags Jamie oliver Jamie oliver group Franchising Casual dining Multi-site International expansion

Jamie Oliver’s restaurant group is targeting further expansion in Europe having launched its first outpost in Germany.

The group, which currently has an international estate of around 70 sites, is actively looking for franchise partners in Poland, Spain, Switzerland and Austria as it continues to grow its footprint globally.

“We are in an exciting expansion phase,” says Ed Loftus, global restaurant group director for the Jamie Oliver Group.

It comes after the group made its highly anticipated return to the London restaurant scene late last year with the launch of Jamie Oliver Catherine St in Covent Garden​, which marked the TV chef’s first opening on British shores since the collapse of his UK restaurant business back in 2019.

Operating across more than 20 markets worldwide, the majority of restaurants in the Jamie Oliver estate are run under franchise.

The group’s portfolio features eight brand formats, which include Chequer Lane in Dublin; Jamie’s Italian in the Middle East; Jamie Oliver Kitchen in Brazil, Cyprus and Indonesia; Jamie Oliver’s Pizzeria; Jamie Oliver’s Diner; and Jamie’s Deli, which is focused on airport locations.

Earlier this month, the group opened its first restaurant in Germany on Friedrichstraße in Berlin under its Jamie Oliver Kitchen brand.

Originally announced in February last year​, the launch reflects a partnership with BMB Gruppe, which operates more than 30 hospitality venues in Berlin across a range of concepts.

“Jamie has a big fan base in Germany,” continues Loftus. “Once we had found the right partner in BMB Group, Jamie Oliver Kitchen felt like the right restaurant concept to open in Berlin.”

Further openings with BMB are planned in Germany, with the group also set to launch additional franchises in India, Montenegro and the Middle East this year.

Loftus has previously told Restaurant ​of the group’s ambition to reach 200 sites globally​ by 2027.

“We have a robust plan to get the group to 200-plus sites by 2027 and that’s our focus,” he said in September last year.

“We think we can definitely deliver on that. And that might feel like a lot, but dispersed across the globe it feels achievable.”

This includes a move into the US market, which Loftus hopes to achieve in the next few years.

“We have a European focus at the moment, and we want to build up some density in the key markets there, but the US is something we’re looking at,” he added.

“We’re growing with our existing partners and bringing new ones on board. It’s exciting. The strength of the Jamie Oliver brand is awesome; people resonate with what he’s about and we’re very fortunate.”

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