We felt that the Jamie Oliver's Pizzeria needed to be revamped after the coronavirus for a number of reasons. One thing was that everyone ordered pizza during the shutdown, so we assumed that when the restaurants reopened, pizza would be the least sought-after dish. On the other hand, the pizzeria's offer, regulated by Jamie's, became boring after a while, and unfortunately did not give us the opportunity to renew the menu and choice.
During the pandemic, Jamie finalised the direction of the diner, which suited us perfectly.
Jamie's diner, and therefore the food selection, was born out of Jamie's love of classic American comfort food. A few years ago, Jamie spent several months in the US, travelling almost all of the states and researching what classic American cuisine is like, beyond the fast food and huge portions that people have in their heads. He researched what makes a real ribeye exciting, what makes a real BBQ and the best juicy burger.
The Diner’s world is built on a simple concept: to offer good, lovable street food using the best ingredients and original recipes.
Jamie's goal was also to show that beyond the stereotypes of American cuisine, there is a real American cuisine - with amazing flavours and using traditional techniques. Of course, Jamie offers all this with a twist, and he has taken a scientific approach, analysing each dish at the compositional level to ensure that it is not unhealthy.
So, with a complete design and menu makeover, we reopened in March 2020 as Jamie Oliver’s Diner.
