The collapse of Jamie Oliver’s chain of restaurants in May 2019 is a classic example of market mapping in action. It shows the challenges that any business will face in putting together a viable business proposition.
The launch of a chain of Italian restaurants with the name of an established and popular chef behind it should arguably have been a success. For a number of years the chain prospered with its range of classic Italian recipes with a twist, drawing inspiration from Jamie Oliver’s training in the art of Italian cooking. The emphasis was on high-quality ingredients, with well-trained staff to provide affordable yet refined dining for customers.
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