While a hot dog element opened last week, the main restaurant on the site of the former Adam's Ribs eatery, officially opened on Monday. Oliver has taken out a three-year lease on the property although the so-called pop-up is expected to be open for around two years.
“The Diner is something I’ve wanted to do for ages and when the site came up, right in the heart of Piccadilly, I knew it was the right time," Oliver said today.
Saintly or a treat
The celebrity restaurateur has teamed up with self-styled 'green' chef Potts Dawson on the menu which has been inspired by the American diner but will use as much sustainable and locally-sourced produce as possible. As well as helping to design the menu, Potts Dawson will also be heading up the kitchen brigade.
"We’re going to have all the classics – proper sliders, pancakes and amazing dogs, alongside some seriously beautiful salads and gorgeous sides," Oliver added.
"The Diner is all about having fun – the menu will be seriously tasty but enjoying food is about balance so we’ll be making sure it’s really clear whether you’re choosing something saintly or a bit of a treat."
Today's opening marks the first time the celebrity chef has launched a new concept since he opened the first restaurant under the Union Jacks brand in 2011. Although a spokesperson for the chef refused to rule out a roll-out of the concept if it does very well financially, it is thought this project will be a one-off.
Open until the 'early hours', Jamie Oliver's Diner will serve a range of brunch options, such as warm cornbreads with fruit compote, alongside diner 'classics' like steak & porter pie, Cobb salad and hot dogs.
As well as flagging up the menu's healthier options, Potts Dawson has elected to enforce a zero per cent landfill policy meaning all produce will be eaten, composted, re-cycled or up-cycled. Some items on the menu will even be made by ingredients thrown out by other restaurants and shops.
"Arthur is a top bloke and a fantastic chef and I’m thrilled to have him working with me," said Oliver. "I think what he can bring to the Diner, with his amazing background and expertise, is something no one else can."
Although the main restaurant officially opens today, a fast-casual hot dog element - Jamie Oliver's Doghouse - opened last week leading diners to take to Twitter to publish photos of the food, menu and decor.
Artist and TV presenter Jay Jay Burridge has created a range of dinosaur art to feature in the restaurant.
"As it’s a pop-up I want to have real fun with the design so I’ve invited my brilliantly talented mate, Jay Jay Burridge, to set his dinosaurs on the Diner and create something visually amazing," Oliver added.
Jamie Oliver is currently recruiting to fill a number of job roles in his new restaurant venture, to find out more and to apply visit BigHospitality Jobs here.