The first restaurant under the new 'smaller and more rustic' Jamie's Italian Trattoria brand is set to launch in a site on King's Street in Richmond in mid-July, almost five years to the day since the first Jamie's Italian was launched in Oxford.
Although it is understood no further sites have been agreed as yet for the mini-brand, Jamie's Italian Trattoria restaurants will be opened in locations which the team believe suit the Jamie's Italian concept but where the potential footfall is not high enough to justify a full restaurant. All the sites are expected to be around 100 covers unlike the main Jamie's Italian venues which tend to be around 200-250 covers.
Richmond will be open from 10am till late and will evolve its offer throughout the day in order to meet the changing needs of the local community.
Breakfast pastries and freshly-ground coffee will make way for lunch and dinner, while the Trattoria Bar will offer a selection of wines, beers, spirits and cocktails. The bar will also feature an 'Aperitivo Hour' when antipasti and so-called 'Gennaro bites' will be available alongside classic cocktails.
A statement released by the company said: "The menu is inspired by tradition but peppered with twists of originality. From generous plates of antipasti and comforting, moreish bowls of pasta (made fresh every day in the restaurant) to mouth-watering grills and colourful salads. There's truly something for everyone. The menu also features a range of deliciously topped pizza planks that are perfect for sharing.
"The kids’ menu has been created with both children and parents in mind as all of the exciting and tasty dishes are nutritionally balanced, with no added salt. As always, the menu will be produce-driven, with all ingredients higher welfare, sustainably-sourced and of the quality you'd expect from a Jamie Oliver restaurant," the statement added.
Jamie's Italian Trattoria is the latest brand extension for Jamie's Italian after the expanding group opened its first deli in Bath last year.
Earlier this week the company posted an impressive set of financial results which revealed revenues jumped by more than 30 per cent in 2012.
The company recently opened new sites in Aberdeen and Greenwich and is planning to open new international venues in Turkey and Brazil after the signing of two franchise agreements.