Jumeirah’s Noodle House to hit the UK

The Noodle House has so far opened in countries including Russia and the Lebanon as well as its heartlands of the United Arab Emirates, but its launch into the UK marks a step up in its ambitions. The openings will be made under a deal with affiliates of the EQ Group, which has franchised chains including KFC and Pizza Hut, as well as starting up their own brands. The first openings with EQ are expected before the end of this year.

Jumeirah Restaurants managing director Phil Broad 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 the 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. Strategically important locations which would support the expansion of The Noodle House across the country, such as London, Manchester, Birmingham, Glasgow, Edinburgh and Liverpool, are currently being considered.” 

Prospects for The Noodle House in the UK appear good, as it fits neatly into the trends for pan-Asian cuisine and street food-style offerings. Jumeirah has also signed a separate licensing agreement to open in Morocco. The deal with EKY Asian Cuisine SRL will see it open in Rabat this year, with four more branches to follow. It wants to push into Europe and the US as well as the UK.