Jamie Oliver proposes to take his Jamie’s Italian brand to the East, reports Bloomberg. He and his venture partner are seeking $22 million from private investors to help fund 30 of the restaurants across Asia.
Oliver and partner Tranic Ltd. aim to raise $12 million by November and a further $10 million by the end of 2010, with the first six Jamie’s Italian restaurants to open in Hong Kong and Singapore.
The news comes hot on the heels of the launch of Gordon Ramsay’s new range of kitchen appliances. Big business, this celeb-chef branding. The paradox, of course, is that it has everything do do with being a celebrity, and only tangentially any connection with being a chef!
Jamie’s Italians in the UK are believed to be funded by the chef himself.
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