Jamie Oliver has revealed plans to open a new offshoot brand of his hugely successful Jamie's Italian group.
Jamie's Italian Trattoria, a smaller and more rustic restaurant, is expected to open in Richmond next month. The announcement comes hot on the heels of news that Jamie's Italian enjoyed a 7.7% lift in pre-tax profit to £7.7m last year.
However while the original Jamie's Italian chain of high street restaurants has grown to 31 sites in the five years since it was first launched in Oxford, there are no immediate plans to roll out the Trattoria.
A spokesperson for Jamie Oliver told Caterer and Hotelkeeper: "Trattoria has scope for growth but for now we're going to be focusing all our efforts on ensuring that the offer at the Richmond restaurant and bar is spot on."
Trattoria, featuring a 140-cover dining room, will open daily from 10am to serve coffee and breakfast pastry before switching to the lunch menu. Traditionally inspired Italian dishes of antipasti, pasta, grills and salads will be peppered with elements of originality across the menu.
The venue's Trattoria Bar will serve a drinks list of wines, beers, spirits and cocktails, with a Monday to Friday "aperitivo hour" from 5pm to 7pm aimed at the post-work crowd. Bar snacks including antipasti and "Gennaro bites" will also be available.