The chain, which celebrates its 10th anniversary this year, was originally founded in Dubai at the Jumeirah Emirates Towers and now operates in 16 sites in 13 countries.
Now Jumeirah Restaurants, the branded restaurant division within the Jumeirah Carlton Tower hotel operator, Jumeirah Group, has signed a license agreement with affiliates of the EQ Group, to bring the brand to the UK. The first of an expected 27 sites will open later this year with locations in London and cities such as Manchester and Glasgow also being considered.
Europe bridge
The company plans to use the move into the British market to support the business vision of expansion into mainland Europe and the USA in order to enhance the global presence of the brand. The deal follows similar announcements in Russia, Morocco and Lebanon this year already.
Phil Broad, managing director of Jumeirah Restaurants, said he had experience of expanding brands in the UK and was sure The Noodle House would succeed.
"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 Middle East and North Africa (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," he said.
Street food
Imshan Jamal, managing director of EQ Group, said 'strategically important' locations were being explored in the capital and in cities such as Birmingham, Edinburgh and Liverpool. Jamal also said the move into the UK would take advantage in the continued popularity in the market of street food-style operations.
"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," he said.
The 'informal yet stylish' brand takes its inspiration from the food and nightlife of cities such as Hong Kong, Singapore, Bangkok, and Jakarta and was awarded 'Superbrand' status in the United Arab Emirates earlier this year.