Union Jacks bows out - a confused allegiance

It is sad that Union Jacks is to close 3 of its 4 restaurants but I am not wholly surprised : http://www.peach-report.com/Business/2256435/oliver_takes_down_union_jacks.html

@Jamieoliver puts such passion into all his concepts, breaking restaurant paradigms and eating occasions and taste sensations. His journey with American @chrisbianco was clearly and exciting road tio travel but since its conception, I have strugled to understand the brand proposition of @UnionJacks.

If brands are seeking loyalty, I believe that certain brand rules can't be broken: simple comprehension.

The wood fired oven flatbreads, American Italian pizza, Artisanal British produce, traditional British favourites, are each sound propositions with numerous brands in each sector, but combined, I'm just left confused???? And I suggest that the average consumer was too.

I first experienced Un ion Jacks at Holborn and I can't question the service and produce, but even the interiors of school desks and cured meat deli counter seemed rather too ecclectic..!

What is the offer ? "Nostalgic British classics using artisinal ingredients" feels like an after thought for 2 such well acclaimed chefs.

Why is it unique, why best in class, why should I believe the proposition? Union Jacks fails to answer all these fundamental brand questions. As many brands flourish in Holborn, Chiswick etc, I struggle to accept that the 'economy' can be blamed for this failed concept roll-out.

It's a novel experience and one which I am sure the Covent Garden tourists will continue to queue for as they try to claim a quality 'Jamie experience' in a prime piazza location.

Covent Garden is increasingly becoming a destination for design, entertainment and first class food. Personally I'd rather see CapCo and Jamie showcase one of his finest concepts in West End's mecca..