Recently there has been a considerable decrease in the presence of Italian food restaurants across Great Britain. Store owners have attributed closures to increases in costs and the tough economic climate among other reasons. Bella Italia, Wildwood, ASK Italian, and Frankie & Benny’s have closed eleven locations in the last year alone. One chain in particular that has struggled is Jamie Oliver’s restaurant, Jamie’s Italian. The chef’s restaurant has decreased its presence by 19% over the past 3 years down from 47 units to 38 units. From April 2016 to April 2018 Jamie’s Italian closed 15.4% of stores in Greater London, taking them down from 13 units in to 11, 23% of its stores in the South East (13 to 10 units), and 60% of its stores in the South West (5 to 2 units).