The group is close to £100m in annualised sales as it prepares to open a flagship venue in Covent Garden later this month, global restaurant group director Edward Loftus tells MCA
Jamie Oliver Group is eyeing opportunities in the US for expansion, while maintaining a wider focus on European markets as it opens a flagship venue in Covent Garden later this month.
Global restaurant group director Ed Loftus tells MCA the business is close to £100m in annualised sales, showcasing the “scale of what we’ve achieved internationally.”
It is looking to sign partners across Europe following its upcoming Berlin launch, while looking to make an entry into the US and maintaining a focus on the Middle East.
Meanwhile, the concept for Jamie Oliver Catherine St – opening in Covent Garden this month – is rooted in the chef’s childhood memories.
“There’s an emphasis on creating an environment of his mum and dad’s pub that he grew up in,” Loftus says. “His dad was ahead of his time in terms of sourcing…it was the gastropub of his day.
“That’s why Jamie got into food.”
The offer spotlights small-scale suppliers and is largely based on classic, familiar British cookery, while comprising aspects of past concepts such as steak restaurant Barbecoa and modern British restaurant Fifteen.
It includes elevated takes on pub classics, such as scampi and chips, with pre-theatre and Sunday roast menus to be launched in the coming months.
The restaurant is designed to be accessible – with the pre-theatre menu priced at £20 for two courses – and have a broad appeal spanning families, shoppers, and workers.
“It’s a very personal restaurant, very unique, a one-off never to be repeated,” Loftus continues. “Jamie wanted to be a bit unexpected, for people to see him in a completely different way.”
While expansion will centre around international markets, Catherine St will act as an “anchor” for the wider group, with Oliver “deeply involved” in the project.
“We didn’t want to do something cool, something of the moment. We just wanted to do a familiar, warm, inviting menu in a setting that complements it perfectly.”
Internationally, the group is experimenting with new concepts, such as the recent launch of its first vegetarian restaurant in Gujarat, India.
It remains optimistic about the hospitality industry in the UK, Loftus adds.
“It’s a great location, a great part of London, and a strong brand. We’re relishing the opportunities and the challenges as well.
“We’re looking forward to returning to the hospitality scene.”
