Almost five years after failing in the UK, Jamie Oliver is preparing to relaunch his famous Jamie's Italian brand. The British chef aims to revive an iconic casual dining brand, this time with a more modern and strategic approach. The goal is to win over both long-time fans and a new generation of customers with a revamped concept and a solid partner behind him.
A winning partnership with Brava Hospitality
The relaunch of Jamie's Italian will be led by the Brava Hospitality group, already operator of the Prezzo Italian brand and supported by the Cain International fund. The collaboration with Jamie Oliver is a clear sign of confidence in the brand's potential, which is still very attractive in the British market. The first step will be the opening of a flagship restaurant in London, on Irving Street, in the heart of Leicester Square, scheduled for spring 2026.
Revamped menu: classic favorites and new additions
Jamie Oliver isn't just banking on nostalgia: the new menu combines innovative dishes with classic favorites beloved by customers. Among the confirmed offerings are cold cuts platters, linguine with shrimp, and Gennaro Contaldo's famous Bolognese, with ragù as a staple. The restaurant design will also be updated, incorporating successful elements already tried and tested in other international Jamie's Italian restaurants to offer a contemporary and welcoming experience.
A gradual return with a focus on quality
Ed Loftus, Global Director of Jamie Oliver Restaurants, emphasizes that the relaunch will be gradual and carefully planned. The new concept will focus on fresh pasta, high-quality ingredients, and warm hospitality. Loftus explains: “Our priority is to make the first restaurant exceptional; it will be the public who determines how quickly we can grow.”. These words were reported by the Rolling Pin network.
From glory to failure and towards a new beginning: the story of Jamie's Italian
The brand was launched in 2008 with the opening of the first restaurant in Oxford, in collaboration with Gennaro Contaldo. Jamie's Italian quickly became a symbol of British casual dining, with queues at the entrance and expansion to around 40 restaurants. However, closures began in 2017, and in May 2019, the group went into insolvency, closing 22 of its last 25 restaurants in the United Kingdom.
The Jamie's Italian brand around the world
Despite difficulties at home, Jamie's Italian continues to grow internationally. At the end of 2023, the global network had over 75 restaurants in 22 countries, including 30 Jamie's Italian restaurants in 15 countries. In Germany, the brand returned to operation in the summer of 2024 with Jamie Oliver Kitchen, while SSP Deutschland operates several Jamie's Deli outlets at airports, including Düsseldorf.
Between nostalgia and innovation: the future of Jamie's Italian
The return of Jamie's Italian is not just a nostalgic operation, but a strategic relaunch. With a new solid partner, a modern concept, and a menu that combines tradition and freshness, the prospects are positive. However, as always in the restaurant industry, it will be the public who will decide whether Jamie's Italian can regain the success it had in its golden years.
