Jamie Oliver and the effects of a sugar tax

Jamie Oliver’s 10p tax on sugary drinks sold in his Italian restaurants has resulted in a significant drop in sales, a study has found.

The Jamie’s Italian chain introduced the sugary drinks tax to set an example as part of a campaign to persuade the government to take action. In June 2015, Oliver announced that every drink containing added sugar would cost 10p extra and that the money would help pay for food education and water fountains in schools.

A study of the effects of the levy, published in the Journal of Epidemiology & Community Health, has found that sales of sugar-sweetened drinks such as colas and lemonades fell by 11% in the first 12 weeks. At the end of six months, sales were 9.3% lower than they had been before the levy was introduced.

Hmm.

Jamie Oliver is to close six of his Italian restaurants after tough trading and the “pressures and unknowns” following the Brexit vote.

Oliver intends to close Jamie’s Italian restaurants in Aberdeen, Exeter, Cheltenham, Richmond, Tunbridge Wells and Ludgate Hill, near London’s St Paul’s Cathedral, by the end of the first quarter of the year.

22 thoughts on “Jamie Oliver and the effects of a sugar tax”

  1. So Much For Subtlety

    Oliver intends to close Jamie’s Italian restaurants in Aberdeen, Exeter, Cheltenham, Richmond, Tunbridge Wells and Ludgate Hill, near London’s St Paul’s Cathedral, by the end of the first quarter of the year.

    He can’t maintain a quasi-French restaurant in Aberdeen? What is the alternative? There’s McDonalds …. and fish and chips ….. and what precisely? All that oil money and he can’t sell proper food?

    I would take him more seriously if his Mockney act didn’t grate so much and if he wasn’t such a fat little f*cker these days. If he is so worried about sugar how about he stop eating so much of it. Still he is doing his best to put off the impeding minority status of the White British so there is that.

  2. The educational virtue levy (Brexit likewise) has less to do with Oliver’s failing than the poor quality of the restaurants and the unappetising food.

    The fat-tongued slobber-chops will soon be a thing of the past, thank goodness.

  3. I walked past one once and took a look at the menu. You can go and eat in friendly, local places run by actual Italians for less.

    Plus, his restaurants are everything I fucking hate about modern dining, like serving food on planks and words like “nibbles” and “funky chips” on a menu. It’s not just that it reduces dining to the level of kindergarten, but it all feels so forced and pretentious, like the “wacky” guy in the office who gets right on your tits.

  4. His Barbecoa in the City is meant to be good. Never been though. Pricing is at Hawksmoor/Goodman levels so it would have to be very good.

  5. It’s not just that it reduces dining to the level of kindergarten, but it all feels so forced and pretentious, like the “wacky” guy in the office who gets right on your tits.

    That’s Jamie Oliver’s entire career, though.

  6. @BoM4

    Totally agree. It’s the worst kind of crap celebrity-sold food substitute. At least Wetherspoon don’t try and be something they’re not

  7. Mind you, I’d like to know why water fountains vanished. They were everywhere when I was a boy. It was only if we set off for a day’s tramp, or a spot of camping, that we needed to take water with us.

  8. dearieme It was only if we set off for a day’s tramp, or a spot of camping, that we needed to take water with us.

    Lashings of ginger beer – much better.

  9. ” It was only if we set off for a day’s tramp, or a spot of camping, that we needed to take water with us.”

    How strange. Would have thought Babycham more appropriate for camping in those days. And tramps’ll drink anything BUT water.

  10. Anytime you have an executive of a business veering off into SJW territory, you can bet the business is either going to suffer or – and this is more likely – already suffering.

    Howard Schultz started pulling SJW bullshit at Starbucks and it didn’t fly. Being an astute businessman, he drew the appropriate conclusion: His customers wanted their fucking coffee, not a lecture.

    Oliver, evidently, didn’t get the message.

  11. Aberdeen is difficult one to crack. Jamie’s Italian and Café Rouge (also closed) are too naff for a business meet and too rich for a day to day dining tradition that prioritizes alcohol over food.

  12. I looked at the menu outside one of his restaurants once, can’t remember where, and then said ‘fuck off’. He was definitely having a giraffe on the prices.

    As for water fountains, it’s too cold in blighty doncha know. In hotter places I’ve been in recently (US, Oz), they are much more in evidence, and they don’t get pissed in! As for ginger beer, it has to be Bundaberg.

  13. Bloke in North Dorset

    Much as I dislike him I have to admit that the meals Mrs BiND has produced from his recipes have been quite tasty.

    But as she never follows a recipe to the letter I’ll never know if that’s the underlying recipe or her embellishments.

  14. Considering food Aberdeen is somewhat of a desert but it’s always been so. The Shire outwith is worse. My Iberian wife is regularly flummoxed that the fisheries capitals of Europe eat and serve so little seafood and an area so rich in cattle and game seems to have so many poor restaurants.

  15. “and water fountains in schools.”

    Do you guys really have a problem with schools not having running water?

Leave a Reply

Your email address will not be published. Required fields are marked *