The ‘Naked Chef’ Jamie Oliver has seen his second restaurant group collapse with about 1,000 jobs lost. This for the celebrity chef who shot to fame about 20 years ago and later had a string of successful books, TV shows and other licensing deals. But he’s also had his fair share of non-successes too, admitting that 40% of his business ventures were failures. So why did Jamie’s Italian misfire so woefully? Here an accounting specialist for growing businesses gives four areas where things went awry.