The renowned British chef will be opening a branch of his franchise, Jamie’s Italian, at Hótel Borg next spring.
Icelandic food service website Veitingageirinn reports that the franchise is tentatively due to open in April or May of 2017.
The franchise has proven immensely successful, with some 42 branches in the UK alone, and many more in countries around the world. Jón Haukur Baldvinsson, one of the spokespeople for Jamie’s Italian, told reporters that Jamie’s ideas about sustainable food production fits very well with Iceland’s growing restaurant market.
The original idea for the franchise was inspired by Jamie’s mentor, Gennero Contaldo, and the concept of the “Italian table”; everyday food that Italian families eat for dinner. As such, Jamie’s Italian emphasises fresh and seasonal food.
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