Jamie Oliver to stay away from the opening of his Hong Kong restaurant
British chef wants publicity to be on the team and the food, rather than himself, but will visit the city later
Hold tight, Jamie Oliver fans. The opening of his planned Hong Kong outlet is still officially set for a vague "summer 2014" date but the cheeky chappy chef is unlikely to be there.
Marcos Georgiou, the international chef director for the Jamie's Italian chain and his other brands, said Oliver did not like to be at restaurant openings as he felt his appearance would detract from the work of the team that opened the venue. He preferred the publicity focus to be on the restaurant rather than himself, Georgiou said.
But he reassured fans that Oliver would eventually show up in the flesh. "He loves the culture, loves the food. He is over the moon to be opening in Hong Kong. He's been out here and experienced the culture," the South African chef said.
Watch: Promotion video for Jamie's Italian Hong Kong
Georgiou has opened some 27 restaurants for Oliver in Britain and nine internationally: three in Australia, two in Dubai and one each in Dublin, Istanbul, Singapore and St Petersburg.