British pop-star chef, Jamie Oliver, seems set for world domination as he adds a range of Italian eateries to his ever-expanding foodie empire.

After achieving international success with Fifteen, Oliver launched Jamies Italian, a series of friendly neighbourhood eateries, in four British cities in 2008. His sights are set on opening two more branches in London and Cardiff  later this year.

In keeping with the international trends towards the bistrofication of restaurants, the menu at Jamies Italian is described as driven by what you’d find ordinary people eating over in Italy, with the focus on rustic, simple dishes using the best ingredients sourced locally and in Italy.

Of the Oxford branch, Britains The Guardian newspaper writes, The place buzzes engagingly with the sound of people relishing fairly priced food, and the bustle fits in nicely with a cheap n cheerful n only slightly self-reverential menu.

Keep an eye out for the new Jamie magazine which recently hit the bookshelves in South Africa, and check out his new-look website at www.jamieoliver.com.