Jamie’s Italian plans to reach 40 UK sites following the announcement of its nationwide comeback last month.
The Jamie Oliver brand is set to open a new Leicester Square location in London this February through a partnership with Brava Hospitality, owner of Prezzo Italian.
Prezzo Italian CFO Dean Challenger said in the company’s latest annual report that the return of Jamie’s Italian to the UK is “a significant opportunity, with the development agreement allowing up to 40 sites to be opened over an initial 10 years period”, adding: “The agreement also includes the exclusive rights to airports and any further concepts that are launched by Jamie Oliver in the UK.”
The Jamie’s Italian deal is supported by Brava Hospitality’s majority shareholder, investment management firm Cain, headed by Jonathan Goldstein.
The chef’s chain, which once operated 36 sites, closed in 2019 alongside Barbecoa and Fifteen London, leaving more than 1,000 people out of work after millions in losses.
Oliver has admitted that failing to get the “basics” right contributed to the collapse of his UK restaurant business.
Prezzo Italian rebranded as Brava Hospitality Group in September to support the expansion of its hospitality portfolio.
Between 1 January and 29 December 2024, Prezzo restaurants generated £92.6m in revenue, down 16% from £110.4m in 2023. The brand also recorded a £2m pre-tax loss in 2024, compared with a £9.2m profit the previous year.
In 2025, Prezzo Italian underwent a brand transformation under CEO James Brown, who joined from Brewdog at the end of 2024.
After the rebrand, the company initiated a significant refurbishment programme, targeting 12 restaurants in 2025 and anticipating more than 40 refurbishments in 2026.
Since the rebrand, Prezzo Italian has reported an 11% like-for-like sales growth in Q3, with six recently refurbished restaurants delivering an average growth of 50% compared to the previous year.
Two sites have been closed in 2025, while three new restaurants opened in Edinburgh, Rugby, and Kingston upon Thames. The menu has been redesigned to cement Prezzo Italian as the “home of the Italian classics,” simplifying choices and improving margins.
Since its founding in 2000, Prezzo Italian had grown to 96 UK restaurants and employed nearly 1,900 people by the end of 2024.