Jamie Oliver has announced plans to relaunched his high street Italian restaurant chain, six years after its collapse.
The TV chef is relaunch the chain, Jamie's Italian, beginning by opening a restaurant in London's Leicester Square next Spring, in partnership with Brava Hospitality Group, who also run Italian eatery chain, Prezzo,
Speaking about this, Oliver has said that relaunch carried risk and opportunity as "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", Oliver added. "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".
Having first launched in 2008, the chain eventually collapsed after going into administration in 2019, causing hundreds of job losses. Despite tis, the chain did continue to work abroad, with more than 30 restaurants across 25 countries.
Brava will now relaunch the chain in the UK.
Its chief executive, James Brown has said that the company was keen 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," he added. "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, who is global director of Jamie Oliver Restaurants, has called this venture an "exciting next chapter" for the business in the UK, bringing 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".
Jamie Oliver has presented a number of TV shows since first appearing on TV as The Naked Chef in 1998. He has also written more than two dozen cookery books.
