Jumeirah Restaurants has signed a license agreement with affiliates of the EQ Group to open 27 the noodle house restaurants across Great Britain, the first of which is expected to open in 2012.
Jumeirah Restaurants is the dedicated branded restaurant division within the Jumeirah Group.
This deal, which follows recent announcements to open the noodle house in Russia, Morocco and Lebanon in 2012, supports the vision of Jumeirah Restaurants to enter mainland Europe and the USA, two key markets that will strengthen the global presence of the noodle house brand.
Phil 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.”
The first the noodle house restaurant opened in Jumeirah Emirates Towers in Dubai in 2002 and has since expanded to 13 countries.
The brand, operating as the tasty tangles in India, takes its inspiration from the food and nightlife of exciting South East Asian cities such as Hong Kong, Singapore, Bangkok, and Jakarta, offering delicious Asian favourites in an informal yet stylish setting.
The brand was awarded Superbrand status in 2012 in the UAE.
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.
“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.”