Food: Why has Jamie Oliver gone to the (hot)dogs?

You don't become the world's richest chef without spotting an opportunity

Over the past few years, Jamie Oliver has reinvented himself from a TV chef with a cheeky persona to a transatlantic crusader, government critic and a man desperate to improve the way we all eat.

So it may come as a surprise that Oliver, scourge of the salty school dinner and tormentor of the turkey twizzler, is to open a hot dog joint. The Dog House & Diner on Shaftesbury Avenue in London will, according to reports, serve an "on-trend menu of hot dogs, burgers and ribs".

The adult market is, of course, different to the meals the country's children are served in schools. But if the move sounds like the sort of U-turn you would expect from a cold, cash-focused corporation, then you have to remember that Oliver is now big-business. Last year's Sunday Times Rich List declared his worth to be £150m, making him the world's richest chef.

This is also the man who described McDonalds' presence at the Olympics as "contradictory".

But his new venture could be perceived to be using his marketing and financial arsenal to take on similar small vendors, those who helped make fast food fashionable again.

Some wags on Twitter have suggested a better name for the venture would be "Bandwagon" as it comes trailing, belatedly, after London diners caught the bug for fashionable fast food.

Scott Collins from Meatailer, who have the Meat Liquor and Meat Market restaurants in the capital, says while the Dog House is the culinary equivalent of imitation being the sincerest form of flattery, it is also unsettling for innovative businesses like his.

"For Jamie to serve 'on-trend' burgers, hot dogs and ribs is testament to the hard work and ethos independent traders brought to the London food scene," he tells The Independent. He added, however, "it is fairly insulting, to independent traders, that he is trying to get in on that market."

The market is, however, about to get even busier. US burger chains Five Guys (said to be a favourite of President Barack Obama) and Shake Shack are also planning to open flagship venues in the capital. And one can expect that if Dog House is a success, it will be rolled out across the country like Oliver's successful Jamie's Italian.

A spokesperson for Oliver said that the concept and the timing are "still in the process of being decided" and added: "Suffice it to say that the food will be some distance away from what most people would casually refer to as 'fast food'. The team are looking at higher welfare and sustainable ingredients as well as healthier options."

Suggested Topics
PROMOTED VIDEO
Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
Arts and Entertainment
This weekend's 'Big Hero 6' by Disney Animation Studios
arts + ents
News
i100
News
Budapest, 1989. Sleepware and panties.
newsDavid Hlynsky's images of Soviet Union shop windows shine a light on our consumerist culture
Arts and Entertainment
Eleanor Catton has hit back after being accused of 'treachery' for criticising the government.
books
News
In humans, the ability to regulate the expression of genes through thoughts alone could open up an entirely new avenue for medicine.
science
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Food & Drink

    Recruitment Genius: Car Sales Executive - Franchised Main Dealer

    £30000 - £40000 per annum: Recruitment Genius: This is a great opportunity for...

    Recruitment Genius: Group Sales Manager - Field Based

    £21000 - £22000 per annum: Recruitment Genius: Located on the stunning Sandban...

    Guru Careers: Email Marketing Specialist

    £26 - 35k (DOE): Guru Careers: An Email Marketing Specialist is needed to join...

    Recruitment Genius: Tour Drivers - UK & European

    Negotiable: Recruitment Genius: This is a fantastic opportunity to join a is a...

    Day In a Page

    Isis hostage crisis: The prisoner swap has only one purpose for the militants - recognition its Islamic State exists and that foreign nations acknowledge its power

    Isis hostage crisis

    The prisoner swap has only one purpose for the militants - recognition its Islamic State exists and that foreign nations acknowledge its power, says Robert Fisk
    Missing salvage expert who found $50m of sunken treasure before disappearing, tracked down at last

    The runaway buccaneers and the ship full of gold

    Salvage expert Tommy Thompson found sunken treasure worth millions. Then he vanished... until now
    Homeless Veterans appeal: ‘If you’re hard on the world you are hard on yourself’

    Homeless Veterans appeal: ‘If you’re hard on the world you are hard on yourself’

    Maverick artist Grayson Perry backs our campaign
    Assisted Dying Bill: I want to be able to decide about my own death - I want to have control of my life

    Assisted Dying Bill: 'I want control of my life'

    This week the Assisted Dying Bill is debated in the Lords. Virginia Ironside, who has already made plans for her own self-deliverance, argues that it's time we allowed people a humane, compassionate death
    Move over, kale - cabbage is the new rising star

    Cabbage is king again

    Sophie Morris banishes thoughts of soggy school dinners and turns over a new leaf
    11 best winter skin treats

    Give your moisturiser a helping hand: 11 best winter skin treats

    Get an extra boost of nourishment from one of these hard-working products
    Paul Scholes column: The more Jose Mourinho attempts to influence match officials, the more they are likely to ignore him

    Paul Scholes column

    The more Jose Mourinho attempts to influence match officials, the more they are likely to ignore him
    Frank Warren column: No cigar, but pots of money: here come the Cubans

    Frank Warren's Ringside

    No cigar, but pots of money: here come the Cubans
    Isis hostage crisis: Militant group stands strong as its numerous enemies fail to find a common plan to defeat it

    Isis stands strong as its numerous enemies fail to find a common plan to defeat it

    The jihadis are being squeezed militarily and economically, but there is no sign of an implosion, says Patrick Cockburn
    Virtual reality thrusts viewers into the frontline of global events - and puts film-goers at the heart of the action

    Virtual reality: Seeing is believing

    Virtual reality thrusts viewers into the frontline of global events - and puts film-goers at the heart of the action
    Homeless Veterans appeal: MP says Coalition ‘not doing enough’

    Homeless Veterans appeal

    MP says Coalition ‘not doing enough’ to help
    Larry David, Steve Coogan and other comedians share stories of depression in new documentary

    Comedians share stories of depression

    The director of the new documentary, Kevin Pollak, tells Jessica Barrett how he got them to talk
    Has The Archers lost the plot with it's spicy storylines?

    Has The Archers lost the plot?

    A growing number of listeners are voicing their discontent over the rural soap's spicy storylines; so loudly that even the BBC's director-general seems worried, says Simon Kelner
    English Heritage adds 14 post-war office buildings to its protected lists

    14 office buildings added to protected lists

    Christopher Beanland explores the underrated appeal of these palaces of pen-pushing
    Human skull discovery in Israel proves humans lived side-by-side with Neanderthals

    Human skull discovery in Israel proves humans lived side-by-side with Neanderthals

    Scientists unearthed the cranial fragments from Manot Cave in West Galilee