Jamie Oliver: brought down by Brexit?

The Turkey Twizzler thief has only himself to blame for the failure of Jamie’s Italian.

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Topics Brexit Politics UK

Mockney chef Jamie Oliver has blamed Brexit for the demise of his mid-market restaurant chain, Jamie’s Italian:

‘The world changed, the high street changed – it started to become Uber-fied… There’s that chain reaction, throw in a bit of Brexit, say the B-word, confidence goes and people’s habits changed.’

But can Brexit really be blamed? Since the Brexit vote, rising wages have held up strong consumer spending. So consumers have more cash in their pockets and are willing to part with it – they just don’t want to give it to Jamie Oliver. Why could that be?

Before Oliver blamed Brexit, he had another excuse: snobbery. Apparently, people didn’t want to go to Jamie’s because it wasn’t ‘posh’ enough. ‘If I’d have spent 13 years opening posh restaurants, I could assure you they’d all be open today’, he said to You magazine.

It’s a bit rich for Oliver to complain about snobbery, when he is the real snob here. His concerns about ‘unhealthy’ food are dripping with class snobbery. Over the years, he has said that poor, obese people ‘think in a different gear’. He has called working-class parents who give their kids fizzy drinks ‘arseholes’, ‘tossers’ and ‘idiots’. And in unguarded outbursts he has moaned about poor people having big TVs, getting drunk on weekends, and not sitting around the table for dinner. ‘Their poverty shows in the way they feed themselves’, he once said in an interview.

Thanks to his school-dinners crusade, a whole generation blames Oliver for depriving them of their beloved Turkey Twizzlers. Others blame his sugar-tax campaigning for ruining the taste of popular soft drinks like Irn Bru and Lucozade.

It is Oliver’s own snobbery that has been his undoing.

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Comments

James Knight

21st August 2019 at 5:49 pm

What is even more hilarious is all those who are beholden to every Trump tweet offending by the suggesting he would “buy” Greenland.

Many of these are the very first people who want to sell out UK sovereignty for extra cash and claim a mandate to stop no deal because “nobody voted to be worse off”. If they were Greenlanders they’d sell out their own country in heart-beat.

Andy Bolstridge

21st August 2019 at 3:49 pm

He opened his Italian restaurants in Edinburgh – a city famous for Italian restaurants. No wonder the competition was too strong. If he’d opened Jamie’s Lebanese or something he’d probably still be going today.

I am sympathetic to his “snobbish” stance on rubbish food though, it wasn’t against the poor, it was against eating awful crap. Big difference.

Amin Readh

21st August 2019 at 3:45 pm

“He has called working-class parents who give their kids fizzy drinks ‘arseholes’, ‘tossers’ and ‘idiots’.”

He is hardly wrong though. Just because you are working class, how does that mean lack of brains to not eat trashy foods. In truth, there is no such “working class” – rather there is an underclass that will always be there.

Ven Oods

21st August 2019 at 1:51 pm

‘If I’d have spent 13 years…’

…reading books, my English grammar would be immeasurably better, said Mr Oliver, whose Italian is no better.

Bill Cook

21st August 2019 at 1:35 pm

I ate on one of Jamie’s Italians way back when they first opened. The food was excellent, came in reasonably priced generous portions and the staff were enthusiastic and attentive. Two years later, the food was only edible, came in small overpriced portions and the staff seemed to view the customer as an inconvenience. Whatever decisions he made in those two years were to blame for the chain’s collapse, nothing else. I don’t hate him, but he is a self-important ass who has come to believe his own publicity and has lost any insight he may once have had into the lives of the working classes.

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