Jamie Oliver is returning to the UK high street six years after his restaurant empire collapsed, with plans to reopen Jamie’s Italian in London’s Leicester Square next spring. The TV chef and entrepreneur, now 50, has partnered with Brava Hospitality Group, the operator behind Prezzo, to revive the mid-market Italian chain.
Jamie’s Italian once operated around 40 sites across the UK but went into administration in 2019, resulting in hundreds of job losses. The brand survived internationally, with more than 30 restaurants in 25 countries, but it vanished from British town centres entirely.
Oliver acknowledged the challenging economic environment but argued that the timing was right for a high-street return. “In theory it’s not the easiest time to return, but conversely I think it’s the perfect time,” he said. “The mid-market needs excitement, surprise and delight, and that’s exactly what I am planning on delivering.”
He plans to take a hands-on role in the relaunch, including menu development, ingredient sourcing, staff training, and overall creative direction. Jamie’s Italian originally opened in Oxford in 2008 in partnership with Oliver’s mentor, Gennaro Contaldo. Rapid expansion was followed by high rents, rising costs, and tough competition, which contributed to the chain’s closure. The collapse became one of the most high-profile UK restaurant failures of the past decade.
Brava Hospitality Group will manage the brand’s UK revival. James Brown, Brava’s chief executive, said the group saw a clear opportunity to reshape casual Italian dining. “A lot of time and energy has gone into evolving the Jamie’s Italian concept,” he said. “This marks an exciting new chapter for both Jamie’s Italian and Brava, and reflects our commitment to reimagining the high street with exceptional, modern hospitality.”
Ed Loftus, global director of Jamie Oliver Restaurants, highlighted the strength of the partnership. “This brings together one of the world’s most recognised chefs with a highly capable operator and the long-term investment to build something with real longevity,” he said.
The Leicester Square site is expected to serve as a flagship, providing a model for potential further openings across the UK if the comeback proves successful.
Oliver’s return marks a significant moment for the UK restaurant scene, which has seen a wave of closures and consolidation in recent years. Industry observers suggest that the relaunch will test whether the mid-market dining sector can recover its appeal and profitability, and whether established celebrity-led brands can reconnect with British diners in a post-pandemic market.
For Oliver, the move represents both a personal and professional comeback, aiming to bring fresh energy and innovation to casual Italian dining while restoring the brand’s presence on the UK high street.
