The move, which will see the popular TV chef reprise his once loved but ultimately doomed Jamie’s Italian brand in the UK, is part of a strategic partnership between Jamie Oliver and Brava Hospitality Group, the recently launched parent company of Prezzo Italian.
Backed by Brava Hospitality’s majority shareholder, Cain International, the deal signals both confidence in the continued appeal of the Jamie’s Italian brand and the UK hospitality sector in general.
While the chef had all but disappeared from the UK restaurant scene until the launch of comeback restaurant Jamie Oliver Catherine Street in 2023 he has a large restaurant presence overseas.
Jamie’s Italian operates more than 30 sites across 15 countries outside the UK and in total, the Jamie Oliver group operates more than 70 restaurants across 23 countries. The company has previously stated its intentions to reach 200 sites by 2027.
“As a chef, having the chance to return to the high street is incredibly important to me,” says Oliver.
“In theory it’s not the easiest time to return but conversely, I think it’s the perfect time.
“I believe the mid-market needs excitement, surprise and delight and that’s exactly what I am planning on delivering.”
For the relaunch of Jamie’s Italian, Oliver has created a new menu that will feature a mix of new dishes as well as some classics from the past including the cured meat planks, prawn linguine, and Gennaro’s bolognese.
“I will drive the menus, make sure the sourcing is right, the staff training and ensure the look and feel of the restaurant is brought to life in the right way,” Oliver adds.
“All the effort, time, love and attention will be the same as before.”
The restaurant design will be revitalised, reflecting some of the key successes from the international Jamie’s Italian restaurants.
A success story turned sour
Jamie’s Italian was one of the UK restaurant sector’s big success stories of the noughties when it launched back in 2008. At its height it operated 36 sites alongside Oliver’s other restaurants Barbecoa and Fifteen.
However, things began to unravel and more than 1,000 jobs were lost when it closed alongside Barbecoa and Fifteen London restaurants in 2019 when the business fell into administration.
Oliver has since spoken publicly on numerous about what led to the collapse.
Speaking on Davina McCall’s Begin Again podcast earlier this year he said he had failed to get the ‘basics’ right, noting his dyslexia and struggle to understand numbers.
‘Exciting new chapter’
Discussing the deal, Ed Loftus, global director of Jamie Oliver Restaurants describes the move as an ‘exciting next chapter’ for Jamie Oliver Restaurants in the UK.
“This partnership brings 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,” he says.
“We’ve taken the time to reintroduce Jamie’s Italian in a way that feels modern and focused, a tighter menu, a renewed emphasis on fresh pasta and quality ingredients, and warm, straightforward hospitality.
“Our priority is making the first location exceptional; the public will ultimately determine how quickly and how far we grow.”
The partnership marks the first for Brava since its launch back in September. Previously the group just operated under the Prezzo name, but rebranded following a shift in strategy from being a single concept to a group operator.
“At Brava, our focus is to invest in brands where food, people and purpose come together,” says James Brown, CEO of Brava Hospitality.
“We’ve seen the magic of Jamie’s Italian around the world, and we believe deeply in the power of his brand.
“Our ambition is to bring world-class Italian dining to the heart of the UK high street.
“A lot of time and energy has gone into evolving the Jamie’s Italian concept to make that vision a reality.
“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.”