The Caterer
Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

Individuality will ensure success of Jamie's Italian, predicts expert

02 March 2010 by

The rapid expansion of Jamie Oliver's high street restaurant chain Jamie's Italian will be successful as long as each unit retains its individuality, according to an industry expert.

The celebrity chef, who launched the Italian restaurant group nearly two years ago, currently operates eight outlets in the South of England and Cardiff, with further restaurants set to open in Reading, Leeds, Glasgow, Liverpool and London in the coming months.

The group has now submitted plans to Bristol City Council to turn part of what is currently Blackwell's Bookshop in Park Street into a three-floor restaurant and shop.

In addition to the UK operations, Oliver is expanding Jamie's Italian to Asia. Hong Kong-based Tranic Franchising has partnered with Oliver's company to roll the concept out across the continent, with the first restaurant to launch in Hong Kong in the first half of this year.

When Jamie's Italian launched in 2007, Oliver told Caterer that the concept would not be "Wolfgang Puck operation with a Jamie's Italian in every city", adding that a London opening was unlikely.

But while expansion has been fairly rapid since then, the concept has retained an element of individuality meaning it is not "just another chain", according to Stephen Broome, hospitality director at consultancy PricewaterhouseCooopers.

"The product is identical, but it hasn't taken a ‘cookie cutter' approach to the rollout as the units are individual," he said. "(Expansion) is an interesting move given the current climate, but I suspect most of the premises are leased which lessens the risk."

Expanding overseas on a franchise basis means Oliver faces less risk than, for example, Gordon Ramsay Holdings did when it opened operations across the globe, Broome added.

Jamie Oliver further expands Jamie's Italian >>

Jamie Oliver to launch new joint venture in London >>

Jamie Oliver expands Jamie's Italian into Asia >>

By Daniel Thomas

E-mail your comments to Caterer News here.

If you have something to say on this story or anything else join the debate at Table Talk - Caterer's new networking forum. Go to jobs
Looking for a new job? Find your next restaurant job here with jobs

Blogs on]( Catch up with more news and gossip on all Caterer's blogs
[Newsletters For the latest hospitality news, sign up for our e-mail newsletters.
The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.


Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking