Now the celebrity chef Jamie Oliver is undertaking another tricky mission: creating a chain of affordable but excellent high street restaurants across Britain.
The first branch of "Jamie's Italian" is due to open in Bath in the spring. Others are planned for Cambridge and Brighton and within a few years, Oliver is intending to open up to 40 "neighbourhood" restaurants serving "authentic" Italian food.
Oliver's mentor, Gennaro Contaldo, the executive chef and co-owner of Passione in Charlotte Street, London, has been helping with the menu and the staff training. "So it'll all be completely authentic, rustic Italian," added Oliver.
Does Mr Oliver understand the meaning of authentic? What could possibly be authentically Italian (or authentically rustic) about a chain of cheap restaurants with a standard menu located on the British high street? The restaurants may be good value; they may adapt Italian cooking practices; they may even offer a splendid imitation of the trattoria tradition. But they will never be authentically Italian.