Jamie Oliver free essay sample

It recently won the Restaurant Chain of the Year award, at the 2010 R200 Awards, and the managing director, Simon Blagden, won the Best Individual award at the 2011 Retailers’ Retailer of the Year Awards. Also, at this year’s RRY Awards, Jamie’s Italian won the Best Concept Award and Oliver was named Investor of the Year (Charity, 2011). Since its debut in 2008, Jamie’s Italian has shown risky but promising figures. The turnover in its first year was ? 3. 74m and experienced growth of 418% to ? 19. 4m for its second year (see Figure 1).However, in its first year ? the restaurant had a loss of ? 924,341, which was attributed on the investment required to open the first three restaurants. Jamie Oliver Group predicts â€Å"a substantial increase in profits† in 2011 (Quinn, 2011). It is Figure 1 estimated that the turnover will be ? 70m. Companies House released a statement about Jamie’s Italian, â€Å"The directors are highly focused on ensuring that all new investments achieve excellent returns on investment. We will write a custom essay sample on Jamie Oliver or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page [They] adopt a rigorous approach to the capital investment appraisal of all new sites. This includes a detailed financial evaluation as well as demographic, competitor and market analysis† (Tryhorn, 2009). Oliver’s ambitious approach in introducing the restaurant to the world will surely help gain admirers. The strategy The marketing strategy for Jamie’s Italian is unique for its kind. Unlike many of his celebrity chef cohorts, Oliver wants the experience to be relaxed and not pretentious in any way. The chain is being marketed as a neighborhood mid-market restaurant. So much so, that they even encourage patrons not to make reservations and dine when they wish.If you visit Jamie’s Italian website It’s all about bringing my (2011), it specifically says, â€Å"We want you to visit us when it suits you and as our menu is food to the public and designed around fresh, quality dishes that are produced, things offering them the best value quickly Rather thanweve decided to keepsuggest simple. taking bookings, we that you just come along and well find you a for money they can get. table as soon as we possibly can. † â€Å" † Case study: Jamie’s Italian – From Marketing Strategy to Communications Not only do the restaurants provide a cozy environment but also the prices are very reasonable.Oliver says this about the chain, â€Å"[It] is all about bringing my food to the public and offering them the best value for money they can get. I’m putting my name on the line. The restaurant will have to offer the best quality meal diners have had at that cost otherwise I will have failed† (Kuhn, 2007). The positioning of his restaurant will allow him to reach a market that his other restaurants may not have been able to. His two other restaurants, Barbecoa and Fifteen, are marketed as top-class and fine dining restaurants, where reservations are required.Along with his consistency in using quality fresh ingredients, the rustic and authentic experience, and the new lower-priced strategy in new markets will help make his brand more available for the average consumer. The execution Jamie’s Italian started out with restaurants opening in mainly University cities, within the UK. The first one opened in early 2008 in Bath, then Brighton, and then Cambridge. There are now 17 locations, with 10 more opening in 2011 (Quinn, 2011). Oliver is even beginning to expand Jamie’s Italian globally with its Dubai restaurant opening this past February and a Sydney location due to open in July.Dubai was chosen for the first international opening as managing director Simon Blagden dubs the city ‘an international dining city’ (TradeArabia, 2010). By starting regionally and expanding within the international market, it is clear that there is no stopping Oliver Company. The outcome With Jamie Oliver at the top of his game, the move into reasonably priced restaurant chains is a smart one his behalf. Everyone wants a piece of him and by allowing the customer to enjoy a Jamie meal without having to break the bank, it is a win-win situation.Oliver is appealing to the masses by inviting patrons to enjoy a top-notch meal at an affordable price. The restaurant chain has been one of the biggest successes in high street eating for every location. If the restaurant continues down this current path, by the turn of the year (should profits Jamie Oliver channels continue to grow) Jamie’s Italian could easily be worth in a lot of passion into his the region of ? 100m (Quinn, 2011). â€Å" Analysis work†¦ † With the major success of the Jamie Oliver brand, Jamie’s Italian has been warmly welcomed in every location. The restaurant chain is part of Jamie Oliver Group’s new market development strategy. Jamie’s Italian is expanding into these new consumer markets at an extremely rapid rate. With an international following behind him, there is no doubt that Jamie’s Italian restaurants will see great success in the coming years. The restaurant chain is just a small part of the Jamie Oliver brand. The concept is a simple idea that seems easy enough to replicate. However, if Jamie Oliver were not the man behind it all, it simply would not fly. The success and enormous following can be attributed to the use of emotional branding.