Celebrity chef Jamie Oliver is set to bring his popular Jamie's Italian restaurant chain back to the UK high street, with a major new opening planned for London's Leicester Square in Spring 2026.
A New Partnership for a Familiar Brand
The revival comes after Oliver signed a significant partnership deal with the Brava Hospitality Group, the operator behind the Prezzo Italian chain. The first site under this new merger will be located on Irving Street in Leicester Square, marking a defiant comeback for a brand that was once a leading light of the UK dining scene.
Jamie's Italian was launched by Oliver and his mentor, chef Gennaro Contaldo, in Oxford in 2008. It grew rapidly to become one of the country's most successful chains, at its peak operating 40 sites across the UK. However, the brand faced intense competition, rising business costs, and rates, leading to site closures from 2017 onwards. The parent company, the Jamie Oliver Restaurant Group, eventually entered administration in May 2019, resulting in the closure of most UK branches.
From Fan to Partner: The Brava Hospitality Vision
The push for a UK return was spearheaded by James Brown, Chief Executive of Brava Hospitality Group. Brown, who joined Brava in November 2024 after running BrewDog's bars division, was a self-professed fan of the brand. He initiated a meeting with Oliver after frequently visiting international branches and wondering why the concept was absent from the UK.
"I was just a huge fan of Jamie’s Italian when I used to visit as a customer," Brown said. "There was so much positivity around the business... I would always think ‘why are these not back in the UK? This needs to be solved’."
Nostalgia Meets Modernity in the Rebrand
The revived Jamie's Italian aims to balance its beloved heritage with a fresh, modern approach. In a joint statement, Oliver and Brava confirmed the new menu would feature a mix of classic dishes and new creations, all adhering to Oliver's higher food standards. Famous cured meat planks, prawn linguine, and Gennaro’s bolognese will make a return.
The restaurant design will also be revitalised, drawing inspiration from the success of the 30 international Jamie's Italian sites operating across 15 countries, which were unaffected by the UK closures. Ed Loftus, Global Director of Jamie Oliver Restaurants, emphasised the focus on a tighter menu, fresh pasta, quality ingredients, and "warm, straightforward hospitality."
Loftus stated the partnership with Brava, which is backed by Cain International, provides the "long-term investment to build something with real longevity." He added that the public's response to the first location would determine the pace and scale of any future expansion.
The return of Jamie's Italian represents an "exciting and defining step forward" for Brava, which also oversees the circa 95-strong Prezzo chain. The group recently reported strong like-for-like sales growth, with refurbished Prezzo sites seeing average sales increases of over 60% in a 12-month period.
