Jamie’s Italian returns to London in 2026

Jamie’s Italian is set to return to the UK dining landscape next year, marking the brand’s first domestic opening since the company collapsed in 2019.

The new site, opening in central London, will be the first step in a renewed expansion backed by Brava Hospitality Group, the owners of Prezzo. Unlike the chain’s original growth phase, Jamie Oliver will not be investing personal funds, but has overseen the menu and creative direction for the relaunch.

A high-profile comeback for a once dominant brand

At its peak, Jamie’s Italian operated more than forty restaurants across the UK, helping to define the casual-dining boom of the early 2010s. But rapid expansion, shifting consumer habits and rising costs placed pressure on the business.

In 2019, the group entered administration with the loss of more than one thousand jobs, closing all UK sites except those operating under international franchise agreements.

More than thirty overseas restaurants remained open, but the brand disappeared entirely from the UK high street.

Speaking about the relaunch, Jamie said he understood both the risks and the significance of returning to the domestic market.

He said: “In theory it’s not the easiest time to return but conversely, I think it’s the perfect time. I believe the mid-market needs excitement, surprise and delight and that’s exactly what I am planning on delivering.”

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A changed market and a different model

The new Leicester Square opening comes at a challenging moment for UK hospitality, with operators citing staffing pressures, rising costs and business rates as major obstacles. Those same factors were among the issues Jamie highlighted during the 2019 collapse, when he pointed to 'the well-publicised struggles of the casual dining sector and decline of the UK High Street,' alongside escalating financial pressures.

This time the structure is different. The return of Jamie’s Italian forms part of a franchise agreement with Brava Hospitality, shifting financial responsibility away from Jamie himself. It also reunites the brand with a team already experienced in operating large-scale Italian concepts through Prezzo.

Jamie Oliver’s broader business remains strong

Despite the heavy debts left after administration - estimated at around £80m - Jamie’s wider portfolio remained stable. His cookbooks continue to dominate UK households, with industry estimates suggesting there is roughly one Jamie Oliver book for every two homes. His television series, starting with The Naked Chef in 1999, have been sold into 189 territories worldwide, maintaining his position as one of Britain’s most recognisable food figures.

A significant return for the UK dining scene

The relaunch marks a notable moment in UK hospitality: the revival of a brand once considered a cornerstone of the casual dining era. With London continuing to see strong tourism and investment, Leicester Square provides a high-profile stage for Jamie’s Italian to re-enter the market.

Whether the brand can rebuild long-term momentum will be tested in 2025, but Jamie framed the decision as both a personal milestone and an industry opportunity.

“It’s incredibly important for me,” he said of the return, adding that the goal was to bring renewed energy to a sector that has weathered a turbulent decade.