Jumeirah Restaurants LLC, the dedicated branded restaurant division within the Jumeirah Group, has signed a license agreement with affiliates of the EQ Group to open 27 the noodle house restaurants across Great Britain (England, Scotland, and Wales), the first of which is expected to open in 2012.
This deal, which follows recent announcements to open the noodle house in Russia, Morocco, and Lebanon in 2012, supports the vision of Jumeirah Restaurants to enter mainland Europe and the U.S.–two key markets that will strengthen the global presence of the noodle house brand.
“We are delighted to have signed an agreement with EQ Group,” says Phil Broad, managing director of Jumeirah Restaurants LLC.
“They have vast experience in the restaurant and hospitality industry and we have an extremely strong relationship with them already … We have no doubt that the noodle house will prove to be an amazing success when it opens in this exciting market.”
“We are confident that the market will welcome this vibrant casual dining concept," says Imshan Jamal, managing director of EQ Group. "Southeast Asian food continues to grow in popularity, and Jumeirah has invested heavily in the noodle house over the last 10 years to ensure that each restaurant delivers quality and flavor consistently at an affordable and value driven price.
"Strategically important locations that would support the expansion of the noodle house across the country, such as London, Manchester, Birmingham, Glasgow, Edinburgh, and Liverpool, are currently being considered.”
The first the noodle house restaurant opened in Jumeirah Emirates Towers in Dubai in 2002 and has since expanded to 13 countries. The brand, operating as the tasty tangles in India, takes its inspiration from the food and nightlife of exciting Southeast Asian cities such as Hong Kong, Singapore, Bangkok, and Jakarta, offering delicious Asian favourites in an informal yet stylish setting.
The brand was awarded Superbrand status in 2012 in the UAE. The status is assigned to a company or a brand based on market dominance, quality, trust, longevity, goodwill, customer loyalty, and market acceptance. 2012 marks the 10th anniversary of the noodle house.