Jamie Oliver's 'rustic' dinners in new trattoria launch

 
8 July 2013

Jamie Oliver today launches his fifth restaurant brand, Jamie’s Italian Trattoria, in Richmond town centre.

The 140-seat outlet is a smaller, cheaper and “more rustic” version of his Jamie’s Italian format. That was started only five years ago in Oxford but already has 33 branches.

Oliver, pictured, said: “We are returning back to the traditional trattoria where you would find tool boxes on the floor, plumbers, kids and old age pensioners. We have brought a touch of humour and a touch of nostalgia and being a parent myself I know what my wife wants from a kids’ menu and facilities.”

It will be open from 10am to 11pm from breakfasts to late-night drinks with a bar offering prosecco on tap. The format is aimed at smaller towns and London suburbs that are thought unlikely to be able to support a full Jamie’s Italian.

Prices range from £3.95 for antipasti of crispy squid to £9.95 for spaghetti bolognese or £11.50 for a pizza funghi misti.

The 38-year-old chef, broadcaster and writer now operates five dining brands with a total of 41 outlets. As well as the two Italian brands they include Union Jacks, Barbecoa and the “social enterprise” Fifteen staffed by apprentices. There are also three Recipease food and cookery class shops.

Last month, financial results for his business empire showed that it made a profit of £7.8 million on sales of £35.3 million last year.

Create a FREE account to continue reading

eros

Registration is a free and easy way to support our journalism.

Join our community where you can: comment on stories; sign up to newsletters; enter competitions and access content on our app.

Your email address

Must be at least 6 characters, include an upper and lower case character and a number

You must be at least 18 years old to create an account

* Required fields

Already have an account? SIGN IN

By clicking Create Account you confirm that your data has been entered correctly and you have read and agree to our Terms of use , Cookie policy and Privacy policy .

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Thank you for registering

Please refresh the page or navigate to another page on the site to be automatically logged in