Jamie Oliver reveals plans for new restaurant chain

12-Jun-2011 - Last updated on 13-Jun-2011 at 08:42 GMT

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Jamie Oliver's new restaurant concept will be called Union Jacks

Celebrity chef Jamie Oliver has revealed plans to build upon his successful Jamie’s Italian restaurant chain with a new concept, to be called Union Jacks.

Oliver has already built a thriving restaurant empire with the 17-strong Jamie’s Italian, which is expected to turnover an estimated £70m by the end of 2011.

Planning for Oliver’s latest restaurant venture is still in the early stages, with details of the concept and cuisine type still under discussion.

However the name Union Jacks suggests the cuisine will be focused on traditional British dishes, and in light of the success of Jamie’s Italian, it is thought the concept will likely be placed mid-market.

A spokesman for Oliver said: “Yes, we are working on a new restaurant concept called Union Jacks but we are at an early stage with this and the exact type of food on offer hasn’t been decided”.

Meanwhile, Jamie’s Italian, which is led by managing director Simon Blagden, is on track to grow to 25 restaurants by the end of 2011, with sites in Milton Keynes’ thecentre:mk, The Maltings shopping centre in St Albans and Angel Building in Clerkenwell on their way.

The group has also opened its first international site in Dubai, with another venue set for Sydney in July. It is thought he is eyeing California for his first restaurant in the US.

Oliver also runs BBQ restaurant Barbecoa at London's One New Change development, in partnership with US chef Adam Perry Lang.