“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.