Tranic Franchising and Jamie's Italian International announced intention to bring Jamie Oliver's latest dining concept, Jamie's Italian, into the Asian market.

A development hub will be established in Hong Kong to provide all licensing, real estate, training, logistical and operational support. The plan is to then establish several company-owned restaurants before rolling out region-wide with licensed partners. The first restaurant is likely to open in Hong Kong in the second quarter of 2010.

The Jamie's Italian concept was developed in 2007 by Jamie Oliver and his "Italian father" Gennaro Contaldo.  The first UK Jamie's Italian restaurants – in Oxford, Bath, Kingston, Brighton and Canary Wharf – have turned high street dining upside-down with a range of authentic, rustic, exciting, unique and affordable dishes in relaxed surroundings with great service. 

Jamie's Italian stands for simple dishes prepared from fresh seasonal ingredients, its recipes and ambience reflecting Jamie's deep knowledge, passion, and enthusiasm for Italian cuisine and lifestyle.

With a sixth UK restaurant soon to open in Guildford and further planned openings to follow in 2009 and 2010.

‘Ultimately with Jamie's Italian, it works, it's special, and it has an appeal which could translate into almost every major city in the world," says Kevin Bacon, MD of Jamie's Italian International. "When it comes to going international, we want to do it with partners who share our ethos and ethics and want to grow alongside an exciting business; we believe, together with Tranic Franchising, that we can make Jamie's Italian a phenomenon in Asia."

Tranic Franchising, Asia's leading international licensed development team, will leverage its intimate regional knowledge and range of expertise to handle day-to-day management issues concerning the expansion.