Jamie’s Italian Job
The brief

Words: Sarah Genzer and Griselda Zhou
31 March 2011

In the last ten years, Jamie Oliver has become an international household name. In the UK, it is almost impossible not to see or hear Jamie Oliver in the news, television, online or in print. Today, the influential celebrity chef’s empire is worth nearly £65 million. After extremely successful ventures in television, home cookware, books, and restaurants, Oliver recently has branched out and developed a new restaurant chain. Jamie’s Italian has proven to be a prosperous strategic move. It recently won the Restaurant Chain of the Year award, at the 2010 R200 Awards, and the managing director, Simon Blagden, won the Best Individual award at the 2011 …show more content…

The first one opened in early 2008 in Bath, then Brighton, and then Cambridge. There are now 17 locations, with 10 more opening in 2011 (Quinn, 2011). Oliver is even beginning to expand Jamie’s Italian globally with its Dubai restaurant opening this past February and a Sydney location due to open in July. Dubai was chosen for the first international opening as managing director Simon Blagden dubs the city ‘an international dining city’ (TradeArabia, 2010). By starting regionally and expanding within the international market, it is clear that there is no stopping Oliver & Company.

The outcome
With Jamie Oliver at the top of his game, the move into reasonably priced restaurant chains is a smart one his behalf. Everyone wants a piece of him and by allowing the customer to enjoy a Jamie meal without having to break the bank, it is a win-win situation. Oliver is appealing to the masses by inviting patrons to enjoy a top-notch meal at an affordable price. The restaurant chain has been one of the biggest successes in high street eating for every location. If the restaurant continues down this current path, by the turn of the year (should profits Jamie Oliver channels continue to grow) Jamie’s Italian could easily be worth in a lot of passion into his the region of £100m (Quinn, 2011).

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Analysis

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With the major success of the Jamie Oliver brand, Jamie’s Italian has