Jamie Oliver this week relaunched his Jamie’s Italian brand in the UK with a new opening in London’s West End – almost seven years after the original brand collapsed into liquidation with the loss of 22 venues and more than 1,000 jobs.
The new branch can accommodate 140 guests across three storeys in Irving Street, off Leicester Square. It features an open kitchen and a menu combining new dishes with old favourites, including pappardelle Bolognese to a recipe by Jamie’s Italian mentor, Gennaro Contaldo.
For the new Jamie’s Italian, the now 50-year-old ‘Naked Chef’ has teamed up with Brava Hospitality, which operates the Prezzo Italian brand and is owned by investment outfit Cain International – owned in turn by Todd Boehly and Jonathan Goldstein, best-known as owners of Chelsea FC. They have apparently earmarked 39 sites across the UK for a rollout of the brand.
Jamie said: “I’m beyond excited to be opening the Jamie’s Italian doors once again – it’s been quite the journey, but I’m truly humbled by the support you’ve shown us over the years.
“And for those of you still holding onto a cheeky ‘borrowed’ napkin or an old-school gold card, bring it down and we’ll treat you to a free bowl of pasta or ravioli fritti– no questions asked. It’s my way of saying a massive thanks for sticking with us. See you at the table!”
James Brown, CEO of Brava Hospitality, hailed the Leicester Square launch as a “huge moment”: “Our ambition is to bring world-class Italian dining to the heart of the UK high street. This marks an exciting new chapter.”
Jamie marked his return to the UK restaurant scene with the November 2023 opening of Jamie Oliver Catherine Street next to the Theatre Royal in Drury Lane, serving British comfort food. His international operations were barely interrupted by the 2019 collapse of his UK business, and there are now 70 or so Jamie Oliver restaurants in more than 20 countries around the world, many of them operated by franchise partners.