John Lewis has opened the doors to its Jamie Oliver Cookery School and Jamie Oliver Cafe in its flagship store on Oxford Street. The tie up with the celebrity chef’s brand is in response to the growing demand from John Lewis customers, who increasingly want to combine shopping with social activities, including eating and drinking.

With hospitality sales in John Lewis stores rising +6% over the last twelve months, one in five transactions made in a John Lewis shop is now made in a cafe or restaurant, making it a key element of the retailer’s bricks-and-mortar strategy.

Spanning over 4,600 sq ft, the Jamie Oliver cooking and dining space in the Oxford Street flagship includes two cookery classrooms and a 50-seat cafe, which Katie Papakonstantinou, John Lewis’ Director of Services & Hospitality, described as “a fantastic addition.”

“We are delighted to partner with John Lewis to bring our unique Cookery School to life in the flagship Oxford Street store,” Ed Loftus, Group Restaurant Director at the Jamie Oliver Group, added. “This is the next step in growing the footprint of the Jamie Oliver Cookery School across the UK and internationally.”

“Our cookery schools offer an incredible experience; we are all about unleashing your inner chef! We bring to life Jamie’s no-nonsense approach to cooking, focusing on the experience… whether it’s date night, a group of friends or team building.”

Ed Loftus, Group Restaurant Director, Jamie Oliver Group

Five more cafe and restaurant openings are planned to take place at John Lewis stores this year, taking the total number of in-store cafes and restaurants to 62. 

As well as permanent fixtures, more seasonal pop ups will appear in John Lewis shops, giving customers original and topical experiences. Next month, for example, the ground floor of the Peter Jones atrium will be transformed with a pop up floral centerpiece wine bar, serving a selection of English wine to coincide with the Chelsea Flower Show.  

“Whether it’s a chance to ponder a purchase or an escape from the bustle of the shop floor, a varied and exciting assortment of hospitality offerings is vital for customer experience,” Papakonstantinou added. 

Investment in hospitality is part of the wider John Lewis bricks-and-mortar transformation plan, with refurbishments and makeovers planned across its store estate in 2025.  Its Liverpool and Bluewater stores will go through major refurbishments, while five Beauty Halls are earmarked for glow ups.