Jamie Oliver, the famous British chef, is planning on opening a new restaurant in São Paulo by the end of the year, his first opening in Latin America. The owner of Fifteen is probably more famous in the UK for his school dinner’s campaign than for his actual restaurants but that won`t stop him taking on São Paulo.
He will however, need to hire a better public relations team. His first public declarations were an attack on the country’s favourite sweet the brigadeiro. Branded “too sweet” and “horrible” he immediately provoked a backlash from Brazilian chefs and food critics who accused him of misunderstanding the local food culture. Oh dear.
|Jamie Oliver, not a fan of sweet food|
At least he has the advantage of not being a household name in Brazil so it will probably be quickly forgotten. In any case let’s hope he doesn’t make any more gaffes before opening “Jamie’s Italian” in Bixiga. No, wait, in Itaim.