Casual Dining Group

Casual Dining Group operates over 300 restaurants in the UK under the Bella Italia, Café Rouge and Las Iguanas names. It also operates sites under the Belgo, Huxleys, La Tasca, Oriel Grande Brasserie and La Salle brands.

The Brief

elliotts were contracted to provide sector and brand-specific insight and recommendations to Casual Dining Group that aided the decision to acquire Las Iguanas and La Tasca.

Our Approach

Elliotts focus was to provide content that offered CDG a clear, unbiased picture of the brand in areas ranging from customer mapping to competitor impact, people and service to proposition; all underpinned with current trends which could potentially have an impact. We liaised and worked in conjunction with respected suppliers including Morar, HospitalityGEM, CGA Peach and Davis Coffer Lyons to build up the detailed report.

The Results

The successful acquisition of the 41-strong Las Iguanas restaurant chain from private equity firm Bowmark in a deal reported to be worth £80m – £90m followed bythe purchase of La Tasca.

Working with the team at elliotts has elevated media presence drastically, more than doubling our share of voice across trade, business, consumer and national media.

Andrew Jackson | Marketing Director | Fentimans