So, Jamie Oliver is opening a new restaurant in Dublin. According to the press release, Chequer Lane on Exchequer Street in the city centre will serve the food that the celebrity chef "really likes to cook and diners like to eat".
The announcement was met with a level of enthusiasm that can at best be described as lukewarm.
Understandably, given the fact that it's less than a year since Oliver's restaurant group - including his Jamie's Italian chain - went into administration, with the loss of 1,000 jobs, the chef's name is not appended to the name of the new restaurant. (The branch of Jamie's Italian in Dundrum, a joint venture with Gerry Fitzpatrick, a seasoned and reputable operator, was unaffected and continues to trade successfully, although one seldom hears anyone talking about the food there. Chequer Lane is another venture with Fitzpatrick.)
Of course, Jamie is not going to be in the kitchen. But anyone thinking this new restaurant is anything other than part of a chain by any other name would be naïve.
According to the press release, Chequer Lane will serve "fresh rock oysters straight from the bay, beef, monkfish and scampi", focus on "big hearty flavours and simple seasonal ingredients" and source "the best and freshest ingredients Ireland has to offer - from free-range meats and sustainable fish, to beautiful local cheeses and beverages".
Certainly, this is all commendable (and in stark contrast to certain UK chains that have opened here yet source from outside the country - even, in one case, it's rumoured, its mashed potato), but it begs the question as to why we need a British celebrity chef to come to Dublin to dish out this kind of non- rocket-science food?
I wasn't one of the people carping on social media wondering whether Jamie Oliver was going to teach us how to make Irish stew - but I get their point.
This year has not been kind to restaurants in Ireland thus far, with a number of closures in Dublin and around the country, and more expected to follow.
One only has to look to the retail sector for parallels. With department stores and long-established chains in trouble, the experts tell us the shops that will thrive in the future are the ones that offer something unique and different, an experience the customer can't get anywhere else.
With many of the restaurants in Dublin already in the hands of hospitality groups, there's an increasing sense of ennui about the city's dining scene; it's only a matter of time before the thinking that's emerging in relation to retail applies to restaurants.
Sure, there will always be fast-food restaurants that offer a pragmatic solution for hungry people to eat quickly on the go, but when it comes to eating out as a leisure activity, customers will increasingly seek out the quirky, the different, the food that they can't get anywhere else.
I'm not alone in wanting to eat individually crafted dishes prepared by chefs who have put their hearts and souls into their businesses and bring something new to my experience.
So, with all respect to Mr Oliver, who seems like a nice chap, I'll be continuing to hunt for and support the chefs working in Ireland who are doing their own thing, the people behind exciting and innovative independent restaurants rather than contributing to the coffers of a hospitality group.
The best we can hope for at Chequer Lane is that Messrs Oliver and Fitzpatrick hire a brilliant young Irish chef and give her free rein to create something wonderful, unique and distinctive that allows her creativity to shine through - and if that happens I'll be delighted to eat my hat.
But if her job is to churn out recipes from a manual, identical to food that I will be able to eat in any number of affiliates of the "brand" dotted around the UK and farther afield, then I'll be bringing my custom elsewhere.