Casual Dining Group to open two new hotel restaurants
The franchising deals include a “bespoke, premium” offering in an established restaurant.
Looking to expand its hotel franchise portfolio, the Casual Dining Group (CDG) signed franchise agreements with the London Town Group to operate two separate food and beverage programmes at two U.K.-based hotels.
The first deal will see CDG develop a “bespoke, premium” offering at the Hotel Indigo’s London Street Brasserie restaurant. It is expected to retain its name and open after refurbishment with new staff and menus.
Meanwhile, the second deal is set to introduce brand-new Bella Italia restaurant at the newly-built Holiday Inn, in Wigston, Leicester. Construction has started earlier this month, with plans to open by early June.
“Putting together a competitive food and drink offer that challenges the high street presents a great opportunity for us to drive revenue. A one-size-fits-all policy doesn’t always work, you need to be flexible in your approach and tailor the offer to suit the specific demographics,” London Town Group Managing Director Koolesh Shah said.
With nearly 300 sites across the country, CDG operates primarily under the Bella Italia, Café Rouge, Las Iguanas and La Tasca formats.
“[W]e have taken our key learnings and offered help to adjacent industries like the hotel trade, with putting together a food and beverage offer that absolutely drives sales. Matching the right offer, with the right demographic is imperative to success and these two deals, at differing ends of the market, clearly demonstrate the range of our capabilities,” Casual Dining Group Managing Director of Concessions and Franchising Mark Nelson said.
(Photo credit: Bella Italia UK Facebook page)
