Jamie Oliver's attempt to revive traditional British grub in his unashamedly nationalistic and nostalgic Union Jacks restaurants appears to have foundered with the closure of three of the four outlets.

The TV chef's company cited the "challenging climate" for the decision to close Union Jacks branches in Holborn and Chiswick in London and Winchester in Hampshire with immediate effect.

The restaurants were aimed at "bringing back nostalgic British classics" such as fish and chips, and bangers and mash.

Only one of the four branches, in London's Covent Garden, will remain open.

A recorded telephone message at the Holborn branch said: "The Jamie Oliver Group has made the decision to close its Union Jacks restaurants in Chiswick, Holborn and Winchester. After a full review it was concluded that these businesses were no longer sustainable in the current challenging climate."

It added: "All of our amazing staff have been fully consulted and we very much hope that we can transfer them to other restaurants in the group."

A notice announcing the closure was placed in the window of the Winchester branch, according to the Southern Daily Echo.

The remaining Covent Garden branch still offers a range of "proud British flavours", including fish and chips with mushy peas at £14.95; pork belly, banger and mash for £14.50, and sticky toffee pudding with clotted cream at £6. Punters can wash it down with a range of "spectacular British wines".

The self-consciously retro menu features a message from Oliver and co-founder Chris Bianco. "Union Jacks is all about Bringing Back Nostalgic British classics using the best of artisanal ingredients. Hope you like it as much as we do," it says.

Underneath the message is what now appears a prophetic picture – of British Leyland's Austin Allegro, a symbol of British naffness and failure.

Now three-quarters of the Union Jacks operation has gone the way of the Allegro.

The Twitter feed of Union Jacks said: "It's no secret that the industry has been affected by the tough climate & a proposal has been made to close UJ Chiswick, Holborn&Winchester.

Meanwhile, Oliver's chain of more than 30 Italian restaurants continues to expand.

Last week, the company announced plans to set up a branch of Jamie's Italian in Newcastle in a move that will create 120 jobs. It also said it was setting up a Jamie's Italian in the Swedish capital, Stockholm.

"I'm really looking forward to kicking off our first restaurant in Stockholm. It's going to be epic," the chef said in a statement.

A spokesman for Oliver said: "The Union Jacks site in the Piazza in Covent Garden is trading well and will remain fully operational.

"The group is confident in being able to deliver a robust performance in 2014 and is looking forward to a number of restaurant openings, in the UK and internationally. This will include developing the successful Trattoria model which is doing well in its first location in Richmond."