Celebrity chef Jamie Oliver — aka The Naked Chef — has taken on an empire expanding venture. Not content with just a cartoon version of himself, Oliver is now starting his own chain of neighborhood style restaurants.
This spring, the first branch of his new "affordable but excellent" restaurants will open in Bath, England. The restaurant, which is called Jamie's Italian, is the first of 40 intended branches. When asked about why he's partaking in this venture, he said,
"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."
All the pasta at Jamie's Italian will be made on site, and the bread will be created daily by artisan bakers. The meal prices will start £5 ($10) for light meals and hover around £10 ($20) for "hearty meals."
So what do you think? Would you go and check it out?