Jamie Oliver to launch food stores chain
Celebrity chef Jamie Oliver today said he was planning to launch a new chain of food stores next month in the UK where professional chefs will teach customers how to cook ingredients bought in store.
Recipease, which is expected to open in London at the end of February, will enable shoppers to either assemble dishes themselves in-store, be taught how to cook the meal from scratch by professional chefs, or pick up freshly-prepared food to be finished off in the oven at home.
The aim of the stores, which are planned for throughout the UK over the next two years, was to continue Oliver’s “drive to inspire and empower people to cook affordable, delicious, fresh food”, a spokesman said.
The chef, who already runs the Fifteen chain of restaurants, said: “By having trained chefs helping the customers I think we can really get people excited about food – young mums wanting ideas for the family, blokes wanting to impress the girlfriend, professionals planning a dinner-party, everyone.
“Whether you’ve got time or not, we can add a little bit of something extra and teach people in a friendly way, like I was taught.”
