Celebrity chef Jamie Oliver is poised to make a dramatic return to the UK high street, announcing plans to relaunch his collapsed Jamie's Italian restaurant chain more than six years after its administration.
A Culinary Comeback for the High Street
The revival will begin this spring with a flagship site in London's bustling Leicester Square. Oliver's ambitious return is being financed and operated by the private equity-backed Brava Hospitality Group, which also runs the Prezzo chain. The partnership signals a major bid to re-establish the brand across the United Kingdom.
"As a chef, having the chance to return to the high street is incredibly important to me," Oliver stated. He emphasised his hands-on role, saying he would personally drive the menus, sourcing, staff training, and the overall look and feel of the restaurants to ensure they are brought to life correctly.
From Peak to Collapse: The Brand's Journey
Jamie's Italian was first launched in Oxford in 2008, a venture created alongside Oliver's mentor, chef Gennaro Contaldo. The chain experienced rapid growth, expanding to roughly 40 locations at its zenith. However, difficulties began to emerge from 2017, leading to a series of restructuring efforts that reduced its footprint.
By 2019, a sales process aimed at securing new investment had failed, forcing the then 50-year-old Oliver to call in administrators. In a communication to staff, he pointed to "the well-publicised struggles of the casual dining sector and decline of the UK high street, along with soaring business rates" as primary causes. The collapse resulted in approximately 1,000 job losses.
While the UK business folded, the Jamie's Italian brand survived internationally through franchise partners, continuing to operate more than 30 restaurants across 25 countries. Globally, Oliver still has around 70 restaurants bearing his name.
Relaunching Amid Industry Headwinds
Oliver's comeback attempt arrives during a period of significant challenge for the hospitality sector. The industry is grappling with soaring food inflation, rising wage costs, and cautious consumer spending as households contend with higher bills.
Despite this tough climate, Oliver remains optimistic. "In theory it's not the easiest time to return but conversely, I think it's the perfect time," he argued. "I believe the mid-market needs excitement, surprise and delight and that's exactly what I am planning on delivering."
Ed Loftus, Global Director of Jamie Oliver Restaurants, described the partnership with Brava as "an exciting next chapter" for the group in the UK. "Our priority is making the first location exceptional," he said, adding that "The public will ultimately determine how quickly and how far we grow."
The relaunch follows recent financial disclosures from Jamie Oliver Holdings (JOH), the core company encompassing his media and restaurant interests. Filings showed Oliver and his wife, Jools, paid themselves £2.5m in dividends for the second consecutive year, even as pre-tax profits at JOH fell by £1m to £2.4m. This dip occurred despite a 6% rise in sales to £28.6m, aided by income from his first directly-run restaurant since the UK empire's collapse, which opened in November 2023.
