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Jamie Oliver ditches British restaurants in favor of Italian

Eying new trattorias in Newcastle, Stockholm

29 January, 17:13
Jamie Oliver ditches British restaurants in favor of Italian (ANSA) - London, January 29 - British celebrity chef Jamie Oliver is abandoning his attempt to relaunch traditional British cuisine through a chain of patriotic restaurants and investing instead in the expansion of his Italian fare, the British press reports.

The TV chef's company announced it is shuttering three out of its four Union Jacks restaurants, which tried to inject new appeal into British cuisine using artisanal ingredients but failed to attract enough clients.

The company will instead invest in expanding thriving business at Oliver's chain of 30 Italian restaurants, which is based on the traditional Italian local "trattoria".

Oliver's company is eyeing Newcastle, in northern England, and the Swedish capital Stockholm, as locations for his next two Italian restaurants.

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