Jamie’s Italian is preparing to return to the UK dining scene in 2026, six years after the brand collapsed into administration and closed more than 40 sites nationwide.
The first new opening is planned for central London, backed by Brava Hospitality Group, the operator behind Prezzo.
Jamie Oliver has overseen the menu for the relaunch but is not investing personally this time, instead returning via a franchise agreement.
At its peak, Jamie’s Italian expanded rapidly across the UK before struggling with rising costs, business rates and shifting casual dining habits. More than 1,000 jobs were lost when the chain closed in 2019, although over 30 international locations continued to trade.
Oliver has acknowledged the challenges of restarting the brand, but believes the timing is right. His view is that the mid-market needs renewed energy, clearer identity and a stronger emotional connection with guests.
What this means for operators
This return is less about nostalgia and more about recalibration. The UK casual dining market is smaller, leaner and far more disciplined than it was a decade ago. Brands coming back must now prove they can deliver consistency, value and relevance in a market shaped by higher wage costs, tighter margins and more demanding customers.
For hospitality teams, it also reinforces a wider point: second chances in this sector depend on stronger fundamentals. Clear concepts, controlled growth and experienced people will matter far more than brand recognition alone.
Jamie’s Italian’s comeback will be watched closely. Not as a celebrity story, but as a test of whether legacy brands can successfully adapt to the realities of modern UK hospitality.