Jamie Oliver is to launch the first outlet of his new restaurant chain Union Jacks at the Central Giles development in London, Caterersearch.com has learned.
The celebrity chef is understood to have exchanged on a site at the 500,000sq ft mixed-use development in central London, designed by famous architect Renzo Piano.
In addition to Union Jacks, Central St Giles will feature nine other restaurants including operators such as Peyton and Byrne and Zizzi, who are already operating, plus burger chain Byron and Turkish restaurant group Sofra, which will launch in the coming months.
Details on Oliver's Union Jacks concept and exactly what type of food it will offer have not been revealed as work is still in the planning stages.
The chef's existing chain, Jamie's Italian, last week reported a soar in profits of 181% in 2010 as the company continued to expand its rustic Italian food offer across Britain. Jamie's Italian, which was first launched in 2008, reported pre-tax profits of £4.65m in the 12 months to 2 January 2011, with turnover up 145% to £47.62m.
Headed up by managing director Simon Blagden, the business currently operates 18 restaurants across the UK and plans to grow to 25 outlets by the end of this year.
Jamie Oliver declined to comment.
By Kerstin Kühn
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