The Noodle House, the Jumeirah Restaurants-owned, South East Asian casual dining restaurant brand, plans to make its debut in Great Britain later this year, after signing a licensing agreement with affiliates of the EQ Group, to open 27 sites across England, Scotland and Wales.
The concept, which was awarded Superbrand status for 2012 late last year, plans to open its first site here before the end of the year, with London, Manchester, Birmingham, Glasgow, Edinburgh and Liverpool, currently being considered as possible locations.
The deal supports Jumeriah Restaurants’ plans to enter mainland Europe and the USA, as it looks to strengthen the global presence of the brand.
Launched in 2002, The Noodle House currently operates 16 restaurants. Last year, Jumeirah Restaurants, which is led by ex-Starbucks executive Phil Broad, signed agreements to open sites under the brand in Russia, Lebanon and Bahrain this year. A deal to launch in Morocco is set be signed this week.
Jumeriah Restaurants, which also operates the Sana Bonta, Urbano, AllFreshCo, Rice + Spice and The Flaming Revolution brands, recently opened its first The Noodle House sites in Kuwait, Dubai and Pakistan.
Broad, managing director of Jumeirah Restaurants, said: “We are delighted to have signed an agreement with EQ Group. They have vast experience in the restaurant and hospitality industry and we have an extremely strong relationship with them already.
“Having personally worked extensively in the UK with TGI Friday’s, Tesco’s, Pizza Hut, Outback Steakhouse and Starbucks, as well as with the Caprice Holdings group brands in the MENA region, I have seen how best-in-class brands deliver superior results to an increasingly sophisticated consumer. We have no doubt that the noodle house will prove to be an amazing success when it opens in this exciting market.”
Imshan Jamal, managing director of EQ Group, said: “We are confident that the market will welcome this vibrant casual dining concept. South East 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 flavour consistently at an affordable and value driven price.”
