Six years after his restaurant empire went bankrupt, Jamie Oliver is returning to Britain’s high streets with plans to reopen Jamie’s Italian in London’s Leicester Square next spring.
The now 50-year-old TV chef and entrepreneur has partnered with Brava Hospitality Group, the operator of Prezzo, to revive the mid-sized Italian chain, which once had around 40 locations in the UK before collapsing in 2019 with the loss of hundreds of jobs. While the brand survived abroad with more than 30 restaurants in 25 countries, it disappeared completely from British city centers.
Oliver acknowledged that the economic situation was mixed but stressed that the sector was ready for restructuring.
“Theoretically it’s not the easiest time to come back, but conversely I think it’s the perfect time,” he said.
“Small businesses need excitement, surprise and joy, and that’s exactly what I want to offer.”
The chef said he will take a hands-on role in menu development, sourcing ingredients, training staff and the overall creative direction of the newly opened venue.
Jamie’s Italian originally opened in Oxford in 2008 in collaboration with Oliver’s mentor Gennaro Contaldo. After rapid expansion, high rents, rising costs and fiercer competition contributed to its demise, one of the most high-profile British restaurant failures of the last decade occurred.
Brava will now oversee the brand’s revival in the UK. Its chief executive James Brown said the group saw a clear opportunity to reinvent casual Italian cuisine for a new era.
“A lot of time and energy has been put into further developing 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 recognized chefs with a highly skilled 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 openings in the UK if the comeback is successful.
