Celebrity chef Jamie Oliver is launching a new chain of food stores, where customers can prepare their own dishes under the guidance of professional chefs.
Jamie Oliver, who last year launched restaurant chain Jamie’s Italian to critical acclaim, will open his first Recipease shop in Battersea, south London, at the end of February.
He plans to roll-out the concept in town and city locations across the UK over the next two years.
Designed to inspire more people to take an interest in food and cooking, the stores will allow customers to assemble dishes in store, be taught by professionals how to prepare them or buy ready-made meals.
Oliver said he had wanted to create something like this for a long time, to make people want to cook.
“By having trained chefs helping the customers I think we can really get people excited about food – young mums wanting ideas for the family, blokes wanting to impress the girlfriend, professionals planning a dinner-party, everyone,” he said.
“I really believe that if the produce and product is exceptional and good value, then people will find this service dead handy.”
Last year, former Le Gavroche head chef Thierry Laborde, together with business partner Natalie Richmond, launched a similar concept, The Kitchen, in south London.
Customers visiting The Kitchen, get the chance to create their own restaurant-quality meals to take home.
By Kerstin Kühn
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