Jamie Oliver is studying the room, a PR machine whirling around him – photographers setting up in one corner, white-shirted chefs loading haunches of rare-breed meats into fridges, support teams juggling appropriately slim-line laptops and iPhones, a black-suited security team milling at the door. We’re sitting in the back corner of the new Barbecoa, a week before its official launch, chatting about the restaurant, the area, and how to stay ahead in the restaurant game.
It’s perhaps no surprise that the extraordinarily successful Naked Chef is a perfectionist. “I’m not quite happy with this room at the moment,” he muses, not particularly aimed at me. “I haven’t quite digested what I’m not happy about yet. I need to fix a few things.” This, combined with an expert entourage and a natural flair for self-marketing, has led to him becoming his very own, unique brand – one that is recognised and, for the most part, adored by anyone from the ages of 9 to 90.
Read my full interview with Oliver here on bbrblog.com, with details of his newest venture and his thoughts on our evolving attitudes to food and drink.