First UK Noodle House to be prototype for new concept

By Louise Birchall

- Last updated on GMT

Related tags: Dubai

The Noodle House is set to make its UK debut this year and the first London restaurant will be operated under new brand guidelines
The Noodle House is set to make its UK debut this year and the first London restaurant will be operated under new brand guidelines
Casual-dining chain The Noodle House will open its first UK restaurant under a set of new brand guidelines - 'The Noodle House 2020 Vision' - in London by the end of the year, BigHospitality's sister publication M&C Report has learnt.  

Dubai-based Jumeirah Restaurants, part of the Jumeirah Group, signed a deal with affiliates of the EQ Group to open 27 outlets under its home-grown Noodle House brand across Britain in April 2012.

“We are evolving the brand under ‘The Noodle House 2020 Vision’, which looks at how we can reinvent, redevelop and keep growing the brand. We’re investing in it for the long-term,” Jumeirah Restaurants managing director Jason Myers told M&C Report.


Myers added that the London outlet would be 'likely' to include a bar.

“The restaurant will be a good size. We’re excited about it and we’re putting a lot of focus on how they’ll (EQ Group) take it into the market. They’ve taken on some cool people to make sure it’s launched in an innovative way,” said Myers.

At the time of last April's announcement, 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.

"We are confident that the market will welcome this vibrant casual dining concept," he said. "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 added.   

The first Noodle House restaurant opened in Jumeirah Emirates Towers in Dubai in 2002 and has since expanded into eight countries including Cyprus and Pakistan. The group is eyeing international franchises in Asia, North Africa and other parts of Europe including Russia and Morocco.

This story was first published by BigHospitality's sister publication M&C Report. To subscribe to M&C Report​ contact Emily Croft on 01293 846578 or email rzvyl.pebsg@jeoz.pbz​.

Related topics: People, Restaurants, Venues, Business

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