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The Unauthorized Guide to Doing Business the Jamie Oliver Way

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The Unauthorized Guide to Doing Business the Jamie Oliver Way This edition first published 2010 © 2010 Trevor Clawson First edition published 2010 The Unauthorized Guide To Doing Business the Jamie Oliver Way is an unofficial, independent publication, and Capstone Publishing Ltd is not endorsed, sponsored, affiliated with or otherwise authorized by Jamie Oliver. Registered offi ce Capstone Publishing Ltd. (A Wiley Company), The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom For details of our global editorial offices, for customer services and for information about how to apply for permission to reuse the copyright material in this book please see our website at www.wiley.com. The right of the author to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book are trade names, service marks, trademarks or registered trademarks of their respective owners. The publisher is not associated with any product or vendor mentioned in this book. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold on the understanding that the publisher is not engaged in rendering professional services. If professional advice or other expert assistance is required, the services of a competent professional should be sought. Library of Congress Cataloguing-in-Publication Data Clawson, Trevor. The unauthorized guide to doing business the Jamie Oliver way : 10 secrets of the irrepressible one man brand / Trevor Clawson. -- 1st ed. p. cm. Includes bibliographical references and index. ISBN 978-1-907312-41-0 (pbk. : alk. paper) 1. Branding (Marketing) I. Title. HF5415.1255.C53 2010 658.8’27--dc22 2010000253 A catalogue record for this book is available from the British Library. Set in Myriad Pro by Sparks (www.sparkspublishing.com) Printed in Great Britain by TJ International Ltd, Padstow, Cornwall CONTENTS The Life and Times of Jamie Oliver 1 One: Be Yourself, But More So 23 Oliver’s early appeal as a television chef was based on his apparent ‘authenticity’ but behind the scenes there was artifice at work Two: Extend the Brand 41 With his personal brand well established, Oliver has launched a wide range of business ventures Three: Build on What You’re Good At 59 By sticking to what he knows best, Oliver has expanded his business empire without leaving his comfort zone Four: Remember the Social Dimension 75 By tackling social and political issues, Oliver cemented his relationship with the public, and refreshed his brand while also doing genuine good iv THE UNAUTHORIZED GUIDE TO DOING BUSINESS THE JAMIE OLIVER WAY Five: Become the Face of a Supermarket 95 Despite a few bumps and bangs along the way, Oliver’s re- lationship with Sainsbury’s has been mutually benefi cial Six: Deal with Adversity 111 Oliver has dealt with career-threatening issues with a mix of hard work and creative imagination Seven: Go International 127 Right from the beginning Oliver has had a global pro- file. Now he is an international businessman Eight: Protect the Brand 143 Looking after the brand as business grows is tough for any owner. This is how Oliver has done it Nine: Be Controversial 159 A willingness to embrace controversy has done Oliver no harm at all Ten: Be Bold 177 Launching new ventures in the middle of a recession could be described as bravery or foolishness. Oliver is prepared to take the risks How to Do Business the Jamie Oliver Way 191 Last Word: Towards a Sustainable Future 198 Notes 201 Index 205 THE LIFE AND TIMES OF JAMIE OLIVER 2 THE UNAUTHORIZED GUIDE TO DOING BUSINESS THE JAMIE OLIVER WAY amie Oliver is a hard man to avoid. As a chef and passionate food campaigner, he is one of the best known faces on Brit- Jish television. So much so that even those who stubbornly resisted his TV output probably have a pretty good idea of what they’re missing. Thanks to a combination of programme trailers, chat show appear- ances, and acres of press coverage, most non-believers are aware that the young Oliver had a penchant for sliding down spiral stair- cases and riding his Italian scooter across an uber-trendy London in search of new food experiences. Oliver resisters probably also know that as the young man matured, he committed his own time and money to train unemployed teenagers to work in high class restaurants, and later campaigned for healthy school meals and improved animal welfare standards. Above all, fans and detrac- tors alike know that ‘our Jamie’ speaks in the unschooled voice of ordinary British people. If you want to hear words such as ‘pukka’, ‘malarkey’ and ‘luvvly jubbly’ spoken over the preparation of ‘Rose- mary Skewered Monkfish’, then Oliver is your man. And the truth is that there can be very few people in the United Kingdom who haven’t watched at least a few episodes of an Oliver series. Equally, there probably aren’t that many households that don’t have one or more of his many best-selling cookery books sitting on their shelves or kitchen worktops. For fans, they are a must-have adjunct to his TV shows. For everyone else, they rep- resent a handy Christmas present for wife, husband, girlfriend, or beloved aunt. Those who know his work realize that there’s a lot more to the man than scooters and Essex slang. Yes, it was his youth, brash energy and man-of-the-people charm that won over hearts and minds when he first appeared on British television. But behind THE LIFE AND TIMES OF JAMIE OLIVER 3 the Essex wide boy persona, there was lot more going on. When the BBC’s The Naked Chef hit our screens, he was already a skilled food professional, with experience in quality restaurants. Equally important, cooking was a passion and he clearly believed that good food should be a part of everyone’s lives, regardless of age, class or income. Over time, Oliver built on that passion and sense of mission. The early recipe shows gave way to reality TV/documentary hybrids that took our hero into deeper and darker territory. Prompted by a desire to give something back, he established a restaurant to train unemployed and (sometimes) underprivileged teenagers to work in kitchens. He persuaded cabinet ministers to invest more in school meals. He shocked an invited audience by gassing chickens live on stage to demonstrate the reality behind intensive food pro- duction. He even taught the people of Rotherham to cook. Today, the perkiness and enthusiasm are still there. The man who cooked to a rock ‘n’ roll beat in The Naked Chef happily donned the attire of each member of US disco band the Village People to promote a series of shows. But the deeper side has transformed Oliver from fast food into a much more subtle and fl avoursome dish. He still divides opinion between those who love his brash charm and those who hate it, but he has achieved the status of a national treasure. A PERFEC TLY PUKK A BUSINESSMAN But he’s something else as well. Along the way, he’s also proved himself as a businessman. The proof lies on the high street. In the early days of his career, Oliver was essentially selling himself – in the form of his TV shows, DVDs and books. In selling himself he 4 THE UNAUTHORIZED GUIDE TO DOING BUSINESS THE JAMIE OLIVER WAY not only claimed his place on the top tier of the celebrity cake, he also established a brand that could be used to sell products and services on the back of his name and reputation. Those products have become increasingly If you want to diverse. Once we’ve bought the DVD and hear the words acquired the cookbook, we can also pur- such as ‘pukka’, chase his branded saucepans, barbeque ‘malarkey’ and equipment, mugs, sauces and oils. We ‘luvvly jubbly’ can even buy an Oliver video game and spoken over download his cooking advice onto our the preparation mobile phones. of rosemary skewered In short, he presides over a pretty exten- monkfi sh, then sive and lucrative empire. Figures fi led Oliver is your at Companies House show that in 2007, man Oliver’s Holding Company recorded a profi t of £3.07m, a fi gure that doubled to £6.8m the following year. That’s just part of the story. When you add up his assets he is a very wealthy young man indeed. In 2009 the Sunday Times Rich List estimated his fortune at £40m, despite recession and tumbling property prices. He’s also proud of the fact that he employs a lot of people across his TV Production Company, holding company, restaurants and stores. Speaking to the Daily Telegraph in January 2009 he said: ‘I’ve always invested in people. Ten years ago, I had no one … by the end of this year, it will be 5500.’ 1 It’s Oliver’s success as a businessman that we’ll be looking at in this book. THE LIFE AND TIMES OF JAMIE OLIVER 5 THE MAN AND THE BRAND At the heart of Oliver’s success is the creation of a hugely power- ful brand based around his communication skills.
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