Celebrity chef Jamie Oliver has announced a major comeback for his once-ubiquitous high-street restaurant chain, Jamie's Italian. The brand, which collapsed into administration in 2019 with significant job losses, is set to be revived in 2026 through a new partnership.
The Rise, Fall, and Phoenix-like Return
Jamie's Italian was originally launched in Oxford in 2008, a venture created alongside Oliver's mentor, the Italian chef Gennaro Contaldo. It quickly became a phenomenon, with queues regularly snaking around the block. At its peak, the chain operated approximately 40 locations across the UK, including a prominent site in Birmingham.
However, the casual dining sector faced a perfect storm in the late 2010s. Soaring business rates, rising operational costs, and fierce competition took their toll. Site closures began in 2017 as part of a restructuring plan. The final blow came in 2019 when the chain entered administration, leading to around 1,000 redundancies. The Birmingham restaurant's staff infamously learned of their closure via an email just 30 minutes before the national news broke.
A New Partnership and a Fresh Vision
The revival is spearheaded by a partnership between Jamie Oliver Restaurants and the Brava Hospitality Group, the owners of the Prezzo chain. According to industry publication Propel, the first new location will open in London's Leicester Square in the spring of 2026.
In a joint statement, the partners expressed strong confidence in the enduring appeal of the Jamie's Italian brand and the UK hospitality sector. The plan is to blend nostalgia with a modern approach. Jamie Oliver has personally curated a new menu that will feature both revived classics and new dishes.
Favourites like the famous cured meat planks, prawn linguine, and Gennaro's bolognese are set to return, all adhering to Oliver's higher food standards. The restaurant design will also be updated, though the companies promise the familiar warmth and generosity will remain at its core.
Learning from the Past for a Sustainable Future
Ed Loftus, Global Director of Jamie Oliver Restaurants, outlined the strategic thinking behind the relaunch. He emphasised that the partnership with Brava, which is backed by Cain International, provides the operational expertise and long-term investment needed for longevity.
"We've taken the time to reintroduce Jamie's Italian in a way that feels modern and focused," Loftus stated. "A tighter menu, a renewed emphasis on fresh pasta and quality ingredients, and warm, straightforward hospitality. Our priority is making the first location exceptional."
The return of Jamie's Italian marks a significant bet on the recovery of the UK's high-street dining scene. While early reviews in 2008 were rapturous, later criticism highlighted issues with quality and value. The new venture will need to convincingly answer those past criticisms to succeed. As Loftus noted, the public will ultimately decide the speed and scale of the brand's regrowth.
