Casual Dining Group | Brand Due Diligence

  • Restaurant, Café & To-Go
  • Casual Dining Group/Apollo Global Management

CHALLENGE: 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.

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.

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

TESTIMONIAL: “Their brief was to provide us with brand due diligence services to ensure we understood the brands strengths (and potential challenges). Their reports were expetionally well research, covering every aspect of the brand offer. Their executive summaries were clear and well-articulated leaving us in no doubt as to what we might be buying from a brand perspective. I was delighted with the final reports and presentations – they enabled us to make this strategic decision based on fact and in-depth relevant analysis”
– Steve Richards, CEO