The popular chef Jamie Oliver is poised to expand his increasing high street presence by opening a new restaurant chain called Union Jack’s, according to reports.

Such has been the success of his Jamie’s Italian chain, now 18 venues strong with another five in the pipeline, Oliver has been able to embark on this new venture. Work on the new chain of restaurants is still in the initial planning stages with the more specific of detail, including the type of food to be available, yet to be determined.

Whilst details are not forthcoming at this stage, the chef’s business, Jamie Oliver Limited, has confirmed plans for this second chain. A spokesperson for the company said, “We are working on a new restaurant concept called Union Jack’s but we are at an early stage with this and the exact type of food on offer hasn’t been decided.”

The young chef, aged just 35, has earned himself a considerable following amongst UK households thanks not only to his restaurant chain but also his televised programmes and appearances, his endorsements for the retailer Sainsbury’s and indeed his strong campaigning for better meals in schools, all of which have contributed to his estimated £41 million increase in wealth over the past year to a reported £106 million.

Oliver is also said to gearing up to launch in the US and grow his Jamie’s Italian chain with the opening of his first branch in California, the third of an overseas nature which follows already established locations in Dubai and Sydney.

Posted by Hayley on the 22nd June 2011