Jamie Oliver Revives Italian Chain

a { color: #880000 !important; background: #ffeeee !important; } Latest News from NourishThe Nourish Mission (formerly OneSub)Get answers to today's big questionsJamie Oliver Revives Italian Chaineconomy > businessJamie Oliver plans to reopen his Jamie’s Italian restaurant in Leicester Square next spring, partnering with Brava Hospitality Group. The brand, which collapsed in 2019, will relaunch amid industry challenges like rising costs and shifting consumer habits. Oliver emphasizes quality sourcing and staff training for the revival.

What's happened

Jamie Oliver plans to reopen his Jamie’s Italian restaurant in Leicester Square next spring, partnering with Brava Hospitality Group. The brand, which collapsed in 2019, will relaunch amid industry challenges like rising costs and shifting consumer habits. Oliver emphasizes quality sourcing and staff training for the revival.

What's behind the headline?

The revival of Jamie’s Italian signals Oliver’s strategic confidence in the mid-market dining sector despite economic headwinds. The partnership with Brava, a private equity-backed operator, suggests a focus on long-term sustainability rather than quick profits. The timing is notable: industry challenges such as rising food inflation, wage costs, and consumer spending cuts persist, yet Oliver believes the market still craves excitement and innovation. This move could either rejuvenate the brand and boost Oliver’s broader business empire or face hurdles if economic conditions worsen. The emphasis on sourcing, staff training, and restaurant ambiance indicates a commitment to quality, which may differentiate the relaunch from previous struggles. Overall, this is a calculated risk that aims to capitalize on Oliver’s brand recognition and the enduring appeal of Italian cuisine, with the first location in Leicester Square serving as a test case for future expansion.

What the papers say

The Guardian highlights Oliver’s long-standing commitment to the high street and the challenges faced by the sector, noting the collapse of his original UK chain in 2019 and the overseas success of the brand. Sky News emphasizes the partnership with Brava and the strategic timing amid economic pressures, quoting Oliver’s belief that now is the 'perfect time' for revival. The Independent provides detailed context on the brand’s history, the sector’s difficulties, and Oliver’s renewed focus on quality and innovation. These sources collectively portray a cautious optimism, with industry experts and Oliver himself acknowledging the risks but also the potential for a successful comeback.

How we got here

Jamie Oliver's Jamie’s Italian first launched in 2008 and expanded to around 40 sites before collapsing into administration in 2019 due to sector struggles, including high business rates and declining sales. The brand continued overseas, with over 30 restaurants in 25 countries. Oliver's return is backed by Brava Hospitality Group, which operates Prezzo, aiming to reintroduce the brand in the UK high street during a period of economic pressure on hospitality businesses.

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