Sports Direct enlists the work of CDG to oversee dining strategy for planned upmarket chain// Sports Direct wants to redevelop at least 31 House of Fraser stores into a more upscale, luxury Frasers fascia// The dining offering is to help drive footfall and celebrity chefs may curate the menus.


The Mike Ashley-owned firm has hired CDG Leisure to oversee the food and beverage strategy for the 30 planned Frasers stores. CDG has also reportedly been given the task to find celebrity chefs to help curate the menu these restaurant concessions.


CDG Leisure will be agreeing deals based on turnover rather than fixed rents, in light of the challenges plaguing the hospitality and dining industry.


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