Jamie’s Italian Restaurant chain has gone bust. This is sad, as I think Mr Oliver has done a lot to champion healthy diets and support disadvantaged people to get a trade and succeed. Where his brand found itself in the wrong place, it seems his heart remains in the right one. So why did such a good idea, from a well-known, well liked and (some may say) well respected person fail? Well, on my first visit, the food was below expectation (and a lot pricier than other chain restaurants). But I gave it another go. The second time it was not good at all, and still pricey. Twice bitten I was. I never went again.
Mass catering, at a higher price than an excellent home cooked meal at a local restaurant, is still ‘mass catering’… and it leaves a nasty taste.
I felt cheated by my expectation, and his brand.
You can spend an awful lot of money in a well named, well known, wonderfully branded palace of glittering delights but still be hugely disappointed.
Or, go to that fabulous small Italian place, again and again, and still have change for a taxi home.
Bespoke, expertly prepared using quality ingredients, with a price I am happy to pay. Very satisfying.
They care.
So, do I.