Sometimes celebrity chefs get it wrong.
According to the Daily Mail, chef Jamie Oliver is shutting down branches of his restaurant ventures, Union Jacks pizza.
Union Jacks pizza was set with American chef Chris Bianco, with a plan to roll out the chain nationwide. With four branches, one in Winchester, Hampshire, and three in London, Union Jacks Pizza specialize in flat-bread pizzas, which cost $21.99 each.
Reports stated that Oliver and his team made changes during the summer, but there has been no word on whether the restaurant was keeping their doors open.
"We are exploring various options with regard to Union Jacks," a representative for Oliver said.
This comes after news that Oliver's "Jme" range of sauces, jams and biscuits sold by over 150 retailers, has not been doing that well either. Oliver reportedly owes over $22 million to its parent company, Jamie Oliver Ltd, in lost sales. "Jme" was inspired by the chef's hate for processed foods and love for teaching families to cook healthy.
"Jamie's idea was a collaboration with a hand-picked group of small-scale food producers in the UK and Italy and he launched it with his usual gusto two years ago," the Daily Mail reported.
In the meantime, the celebrity chef is focusing on his new trattoria concept, which is reported doing well in its first location of Richmond, Surrey. Oliver is still rumored to be worth over $160 million and his cookbooks have hit the bestseller lists.
in July, Oliver donated a copy of his book "Save With Jamie" to every library in the United Kingdom. Oliver's latest cookbook was a response to fans asking for affordable recipes.
"This year, I've got the message loud and clear that as everyone comes under bigger and bigger financial pressure, they want help to cook tasty, nutritious food on a budget, so this book was born completely out of public demand," Oliver said on the book's Amazon page.
