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Celebrity
chef Jamie Oliver is undertaking another tricky mission: creating a
chain of affordable but excellent high street restaurants across
Britain.
The first
branch of "Jamie's Italian" is due to open in Bath in the
spring. Others are planned for Cambridge and Brighton and within a
few years, Oliver is intending to open up to 40
"neighbourhood" restaurants serving "authentic"
Italian food.
Oliver said
yesterday: "It's always been a desire of mine to really
tackle the issue of the quality of high street dining.
"There
are some little places, privately owned by dedicated people, who are
doing a good job but they're few and far between and I don't think
many of the chains really give consistent quality at a decent price.
"We
aim to change all that. When people eat at a Jamie's Italian, I want
them to really get into the food, maybe try something they wouldn't
normally try, but always be safe in the knowledge that they're eating
good stuff, prepared with love."
Oliver's
mentor, Gennaro Contaldo, the executive chef and co-owner of Passione
in Charlotte Street, London, has been helping with the menu and the
staff training. "So it'll all be completely authentic, rustic Italian,"
added Oliver.
All pasta will
be freshly made on site and the bread will be created daily by
artisan bakers. The chicken will be free-range.
Prices will
start at £5 for a light meal and Oliver's people say that for
£10 diners should get a "hearty meal". Oliver is
committed to making sure each diner has its own character but he is
anticipating big crowds - up to 4,000 a week in Bath.
The "fast,
urban casual dining" experience aims to appeal to those Oliver
believes are poorly catered for - from diners grabbing a quick
breakfast or lunch to people wanting a pre-cinema evening meal.
Oliver said: "After
all the years of working with suppliers, growers, farmers and then
learning from my contact with the British public, I wanted to create
a local restaurant that is classy, reliable and inspired by what
people want - good food, well-prepared, sometimes speedy, sometimes relaxed."
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