Jamie Oliver Is Opening A New Restaurant

Nearly four years after his eponymous Italian restaurant chain went into administration, Jamie Oliver is set to give the model another go.

According to The Times, the British chef is getting ready to open a new chain of restaurants across the UK, starting with one in Drury Lane, next to London’s Theatre Royal.

Though it’s yet to be named, the new restaurant chain is expected to be more upmarket than Jamie’s Italian and will feature a seasonal menu that showcases the best of British produce.

“[The restaurant] is about going back to my culinary roots inspired by the dishes I grew up cooking in my mum and dad’s pub restaurant,” said Oliver. “It’s about celebrating Britain’s rich and diverse food scene in what I hope will be an iconic, trusted restaurant in a very special place.”

When the Jamie’s Italian business collapsed in 2019–owing £83 million ($103 million) to creditors—the chef suffered a personal loss of £25 million ($31 million).

Kevin Styles, Oliver’s new chief executive, is set to lead the wider brand’s expansion after many years at the helm of Vue cinemas.

“We’re doing one [restaurant] and seeing how it goes,” he said. “Being a positive part of the hospitality sector is incredibly important to us.

“We’ve been quietly growing our international restaurant franchise business and now operate in 23 countries with over 70 restaurants.”

Styles also plans to expand the Jamie Oliver Cookery School business, increase the number of overseas franchise restaurants (to 200), and begin selling frozen ‘chef quality’ meals direct to consumers through the company website.

“It has always been an ambition to return to our home market, when the time was right, and this feels like the perfect opportunity to open a very unique restaurant in a very unique venue that will celebrate beautiful, comforting dishes – old and new – from across the British Isles, reflecting the seasons, our rich and diverse food culture and supporting artisan producers,” he continued.

The launch of the new restaurant is said to be imminent, and an official announcement is expected soon.