Asia’s first Jamie’s Deli opening at Harbour City

British celebrity chef Jamie Oliver will open the first Asia branch of his casual concept, Jamie’s Deli, in Hong Kong next month.

A fast-casual delicatessen, its menu will feature fresh, sustainably sourced dishes including salads, artisan pizzas, sandwiches and pastries, available for dine-in or takeaway.

Jamie’s Deli will debut inside Harbour City, under the same roof as the Kowloon branch of the chef’s flagship brand, Jamie’s Italian.

Since launching in England last year, Jamie’s Deli has opened in three European airports. The menu reflects the philosophy of the Jamie Oliver empire (encompassing global restaurants, cookbooks, charity campaigns and television shows broadcast in more than 50 countries): fresh and simple Italian cooking at an affordable price point.

While Jamie’s Italian is about pizza and pasta, Jamie’s Deli offers healthier fare. It starts with breakfast (coffee and a bun, featuring the Full Monty with grilled sausage and balsamic onions), and at midday offers a deli lunch box with the customer’s choice of hot sandwich accompanied by seasonally rotating salads.

An all-day menu includes a superfood salad full of grains and seeds, lemon-and-herb baked salmon with fresh dill, slow-cooked meatballs in a spicy tomato sauce, and a hot pastrami with slow-cooked corned beef and melted cheese.

Jamie’s Deli and Jamie’s Italian in Hong Kong are managed by Big Cat Group, which also runs three Jamie’s Italian restaurants in Hong Kong and Taiwan, and plans to open several more outlets throughout Hong Kong and Greater China in the next five years.